'12 million hits for Dhoom 3' trailer

Vijay Krishna Acharya's 'Dhoom 3', who has earlier directed Tashan makes this trailer special because unlike the past two 'Dhoom' films, which were all glossy but stayed away from the emotion and the drama, the third film in the franchise surprised us with Aamir Khan, the young kid and Jackie Shroff bringing in the unexpected emotion, while retaining the glamour quotient. It's trailer has already received 12 million hits.

"Dhoom is a franchise that has a certain expectation from it. The trailer managed to show the audience that we were different this time even though we remained in the larger Dhoom world. When we made the original Dhoom, we wanted to make a film that would not bore us and wanted it to be just a breezy cool film. The fact that we chose to stay away from romance, drama and emotion, which was unconventional in the format of Hindi cinema, worked for it.

Moving ahead, we needed to carve out a new path. What has worked this time is the fact that the trailer defied expectation and delivered something that you did not expect. There was Aamir, the kid and Jackie that you did not expect in the world ofDhoom. You expect Dhoom to be glossy, but don't expect drama from it. The best compliment I got was a from a group of ushers at the trailer launch who, after getting their pictures clicked with Aamir, said to me, 'Sir, phaadu hai!'"