Is it about time Aamir restarts ‘Talaash’ promotion?

Too prolonged an excitement can sometimes lead to anti-climax. If some of the voices in and around the industry are to be believed, this could possibly threaten Aamir Khan’s ‘Talaash’. The film has seen such a massive delay in its release that the kind of hype which had made it one of the most anticipated films of the year has apparently subsided over the months gone by.

No, it isn’t as if the sheer recall value for the film has gone away. Of course that can’t be the case. After all, this is one mainstream Aamir Khan film which is releasing after a gap of three years (since ‘3 Idiots’). Still, one can feel the vacuum that has been created, what with several other films entering the 100 crore club in the interim period (Housefull 2, Rowdy Rathore, Bol Bachchan) and talks of 200 crore club intensifying.

Now that’s quite ironic because it was Aamir who started it all with ‘3 Idiots’ but now all eyes are on Salman Khan’s ‘Ek Tha Tiger’ joining the league. In a way, Aamir won’t mind that since Salman is his friend and hence there is also a possibility that he is now allowing the focus to shift on his film.  However one wonders for how long he would delay the promotion of ‘Talaash’, now that even other actors are finding themselves in limelight, what with Shahrukh Khan and Ajay Devgn seemingly at war for their Diwali release.

This means that while Ajay’s ‘Son of Sardaar’ promo has literally invaded the entertainment channesl, Shahrukh’s silence so far on the YRF film has proven to be beneficial too. However, Aamir has been lying low for way too long now which means the kind of crescendo that ‘Talaash’ had reached earlier this year (before the drive was aborted to accommodate ‘Satyamev Jayate’) would have to be gained all over again.

Would it be a difficult thing to do for Aamir? No, definitely not. After all, he pretty much knows how to reinvent the rules of marketing and promotion. Yes, what was done over last year to add on the buzz around the film has been possibly diluted in a big way since ‘Talaash’ isn’t necessarily finding itself on the radar of film enthusiasts as of today. However this is the kind of challenge that he would definitely love to pick up, which means one can well imagine closed door meetings happening between him, director Reema Kagti and producers Farhan Akhtar and Riteish Sidhwani.

Everyone has all the right reasons to believe that they are sitting on a pot of gold. However what could possibly help the cause further is if steps taken in direction towards this pot are far more fervent. With a little over 100 days to go for the film’s release, it may just be about time.

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