The 47-year-old actor says he simply likes to inform his audience about his films. And it seems that SRK's efforts have paid off in a huge way as Rohit Shetty directed film has become the fastest entrant into the elusive 100 crore club despite garnering average reviews from the critics.
"I am not a marketing guru or a romantic hero. I promote my film to inform about it to my audience. I feel since they had to shell so much money to watch a film, they have the right to know about it.
I inform my audience and give a brief overview of it," Shah Rukh told PTI. The actor's last similar promotion blitzkrieg was for his home production "Ra.One". "I promoted 'Ra.One' fanatically because it was a new genre in India.
I didn't promote 'Jab Tak Hai Jaan' much because it was a love-story and Yash uncle's sudden death upset me. I have been talking about 'Chennai Express' a lot because many think it's an action film but its an out and out comedy. I love to live with my films," he added.
Shah Rukh, whose banner Red Chillies Entertainments co-produced "Chennai Express" with Disney-UTV, is on cloud nine after the film's success at the box office.
"It's a good sign for Bollywood and I am happy with the business part of it. The film has done good overseas and has done good as compared to a Hollywood film (I am not comparing my film with 'Ironman' or 'Superman'). It shows that our films have a huge market overseas," he said. Earlier, Salman Khan starrer "Ek Tha Tiger" collections had crossed Rs 100 crore in six days but Shah Rukh, whose iftar hug with friend-turned-foe created headlines, is vary of comparisons.
"In India people tend to compare things right from the footfall to the occupancy of theatres. But, in foreign countries people don't compare their work. I have seen in London that during an opening day of a film only four people were watching it in a theatre.
But the film is still a success at the end," he said. Shah Rukh is now geared up to shoot his next film "Happy New Year" with friend Farah Khan from next month. For the film he will again team up with his "Chennai Express" co-star Deepika Padukone. "I will start shooting for the film next month. I have decided to do only one film in a year.
We are planning to release the film by Diwali next year. Earlier, we had planned to release it during new year but since I met with injury I could not start the shooting," he said. After "Happy New Year", Shah Rukh will decide on the project he will do with Aditya Chopra, who is currently writing a script for him. "Adi (Aditya Chopra) is a family. We sit and discuss work. He is writing something for me.
But I am not deciding on something now from Yash Raj. I will finalise the deal next December after 'Happy New Year' releases," he said. SRK and Chopra have given hits like "Dilwale Dulhaniya Le Jayenge", "Mohabbatein" and "Rab Ne Bana Di Jodi".