To promote their upcoming film 'Once Upon A Time In Mumbai' Bollywood actors Ajay Devgan and Emraan Hashmi kicked off promotions for Once Upon A Time In Mumbai by presenting 1970s style clothing to multiplex ushers at Cinemax, Versova, Mumbai recently. As part of a business deal between Cinemax India Ltd. and the producers, Balaji, the film's designers have custom designed fitted shirts and colorful bell-bottoms for Cinemax cafe boys. The innovative marketing campaign, spanning 28 locations and 93 screens across the country spread, will see ushers in Cinemax multiplexes dressed in a 70's get up, keeping with the theme of the film.
Seen through the eyes of a police officer, Once Upon A Time In Mumbai traces the changing face of the Mumbai underworld. The film, set primarily in 1970 Mumbai, follows the rise and reign of underworld don Sultan (Ajay Devgn), and his eventual fall when his protégé Shoaib (Emraan Hashmi), challenges his supremacy and usurps power to rule the murky underbelly of Mumbai. The film co-stars Kangana Ranaut as a 70s film star, Prachi Desai as Mumtaz and Randeep Hooda. Director by Milan Luthria and produced by Shobha Kapoor and Ekta Kapoor, the film is set for a worldwide release on July 30.
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