In an industry first, Aamir Khan presented Dhobi Ghat to Peepli [Live] fans before the premiere and the shows for the media and the industry. Aamir Khan held a special screening for 50 lucky winners from across the country of the Peepli [Live] DVD contest. The first public screening of Dhobi Ghat was hosted by Aamir Khan Productions and Excel Home Entertainment on 17th January, 2011 at Yash Raj Studios in Mumbai. The screening was held before the private screening for film industry.
The winners had an opportunity to watch ‘Dhobi Ghat‘ alongside Aamir Khan, Kiran Rao and rest of the Dhobi Ghat cast including Prateik Babbar, Monica Dogra and Kirti Malhotra.
Says Aamir Khan, “We were thrilled at the response and feedback by the audience after the screening”.
Says M.N Kapasi, Managing Director, Excel Home Entertainment, “In an unique loyalty program, this is the first time that a production house has rewarded fans of an existing film (Peepli Live) with a forthcoming venture (Dhobi Ghat), creating a marketing trend that will set a precedent.”
The audiences included hardcore Aamir fans from across the country and abroad. A young man from Calcutta who had recently joined a company was denied leave to watch the screening in Mumbai. As a result, he quit his job in order to make it to the screening.