It’s all in the cine business, they say.. As a part of their promotional activities, DAR Motion pictures (DARMP) recently held a screening of ‘The Lunchbox’ especially for students of Business schools - that includes Harvard and London School Of Economics.

Said a sources, "There were two screenings held for the alumni associations of INSEAD, Wharton, Harvard and London Business School. About 150 alumni turned up for the screening and the get together afterwards. In fact we had to turn away a lot of them as there was no availability in the screenings. The reactions have been ecstatic and people have taken to the film very much."

It is said that there have been requests for similar screenings in Delhi and other places for the alumni located in these cities. The screening was held at a theatre in Worli.

For the records, this kind of promotional method is traditionally known as Focus Marketing. This kind of an exercise is largely practiced in the Hollywood industry. Starring Irrfan Khan and Nawazuddin Siddiqui in lead, this film has also generated immense traction amongst audience before it’s release.

Besides, various other international business schools have approached DAR Motion Pictures (DARMP) for a screening of ‘The Lunchbox’.