‘Dhoom 3’ has become Bollywood’s highest revenue grosser of all times in just a fortnight after its pan-India release.

In India, the Hindi action flick has done net collections of Rs 257 crore while it generated gross earnings of Rs 334 crore, according to trade estimates. Its gross overseas earnings stood at Rs 139 crore as on January 1, sources at Yashraj Films, Dhoom 3’s producers, have said.

The film has surpassed Krrish 3 and Chennai Express which grossed Rs 240 crore and Rs 227 crore respectively.

“Yes, "Dhoom3 is the highest grosser ever of Hindi films in India…all time blockbuster,” said trade analyst Taran Adarsh on Twitter.

Dhoom 3 is the third instalment of the Dhoom franchisee with Aamir Khan, Abhishek Bachchan, Katrina Kaif and Uday Chopra in lead roles.

Industry watchers attribute the films success to the clever marketing strategy employed by its makers. Yashraj Films was relatively look-key in promoting Dhoom which increased the audience’s curiosity. Moreover, the lead actor Aamir Khan was playing the role of an-anti hero for the first time.

Several multiplexes had begun pre-booking for the film weeks in advance thanks to all the hype that was generated. About 200 brands had tied up to market Dhoom 3 merchandise.

The film has been creating buzz in the cyberspace too. According to a survey by media company Vuclip, ‘Dhoom 3’ was the most popular search term for mobile videos in India for the three months ending December 31, 2013.

Adith.charlie@thehindu.co.in

(This article was published on January 4, 2014)
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