Aamir’s trendsetting initiative during the promotion of his action romancer ‘Gajini’ where he made the ushers of Multiplex go bald and ploughed their heads with his style of hair do in the film has impressed Ekta Kapoor and Milan Lutharia.

The makers of ‘Once Upon a Time In Mumbai’ a movie loosely based on the gang lord Dawood rise and Haji Mastan’s fall has planned to make the ushers in popular multiplex to be dressed in a 70’s get-up to promote the film ‘Once Upon a Time in Mumbai’. 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.

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 Mumbai’ 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.

Balaji & Milan Luthria's ‘Once Upon A Time In Mumbai’ is all set to release worldwide on 30th July 2010.