Shah Rukh Khan
Pictured: Shah Rukh Khan promoting Dilwale on a TV show.Varinder Chawla

A few days ago, Shah Rukh Khan said his team is putting together a marketing strategy for Raees and as soon as that is done, the trailer will be released. Keeping his promise, Khan will unveil the Raees trailer on December 7, but not just on the digital platform.

Once again, Khan has rolled out a unique marketing strategy that will ensure that the product gets a wider reach. He and the producers — Ritesh Sidhwani and Farhan Akhtar — have handpicked nine cities — Delhi, Indore, Ahmedabad, Kolkata, Bangalore, Hyderabad, Jaipur, Mumbai and Moga — in which the trailer will be released across as many as 3,500 screens. The best bit about the launch is that the superstar will interact with audiences through video conferencing.

"It's a film which is different from the content that either Excel or SRK are known for. The attempt seems to take this content to a wider range of audience," a source told the media. Meanwhile, Khan said he and the makers wanted to reach out to a larger audience rather than limiting the event to just one city.

"We wanted to reach out and engage with a pan-India audience, rather than confining it to just a single city. We are really excited to interact with thousands of people across cities, big and small, simultaneously by having a live chat with audiences in cinemas," Khan elaborated.

This is the first time that a film's trailer is being released this way.

Raees is scheduled for a release on January 26, the same day as Hrithik Roshan's Kaabil. Directed by Rahul Dholakia, Khan's action-thriller also stars Mahira Khan and Nawazuddin Siddiqui in key roles.