ONCE UPON A TIME IN MUMBAAI going GHAJINI way?

Ekta Kapoor partners with a leading multiplex for the promotion of her forthcoming film. The promotional campaign that will be running across 28 locations and 93 screens spread over the country will see the ushers in the multiplex dressed in a 70's get up keeping with the theme of the film. The promotional campaign reminds one of GHAJINI's promotions in which the ushers of some leading multiplexes sported Aamir Khan's bald look from the film.

Seen through the eyes of a police officer, ONCE UPON A TIME IN MUMBAAI traces the changing face of the Mumbai underworld. The film, set primarily in 1970 Mumbai, follows the rise of Sultan (Ajay Devgn), and his eventual fall, when his protege Shoaib (Emraan Hashmi), challenges his supremacy, and usurps power to rule the murky underbelly of Mumbai.

CHECK OUT: ONCE UPON A TIME IN MUMBAAI Music Review

Speaking about this innovative marketing idea, Mr. Vikram Malhotra - COO - Motion Pictures at Balaji, said, 'It is imperative to create the right kind of buzz for a film especially in the environment where the film is viewed by its audience. ONCE UPON A TIME IN MUMBAAI is a stylish ode to the retro cool era of the 70s and we felt that it would be perfect if we could present the film in an exciting manner to its patrons in advance of the film's release. From now to the release of the film, the customer-facing personnel of our partner multiplex chain would be clothed in the chic 70s style which will give our audience a flavor of things to come. This is just one amongst several such innovative and exciting efforts that are woven around Once UPON A TIME IN MUMBAAI. Get ready for 30th July!'

'It's a very interesting promotional tie-up. We have chosen average 3 to 4 ushers/cafe boys from each location which totals around 150 promoters. Their body-measurements are taken and the designers of film are working on the wardrobe based on the 70s theme of dressing. They will wear tight shirts and bell-bottoms keeping intact the element of our corporate dressing,' adds Devang Sampat, President Cinemax India Ltd.

Balaji & Milan Luthria's ONCE UPON A TIME IN MUMBAAI is all set to release worldwide on 30th July 2010.