Karan Johar’s Dostana has managed to earn Rs 75 lakhs from paid –preview shows. Thousands of people are queuing to the preview shows out of curiosity to see the movie in which John Abraham and Abhishek Bachchan pretend to be gay.

In the past a few Hindi films have opened at a paid preview way but Dostana’s response has been the most stupendous. It has overtaken Singh is Kinng’s record of Rs 50 lakh.

Paid-previews are screenings held a day before the release of a film. Most multiplexes charge about 30% premiums while some sell tickets at regular rates for such previews.

Holding these previews is an important marketing strategy for producers and distributors as they ensure a successful opening weekend because of word of mouth promotion. Exhibitors are more than happy to hold paid-preview screenings as they get an added day of revenues from the film and can also charge a premium for tickets of these shows.

Even though it’s a city-centric film, paid-previews have seen 100% booking even in small towns only because of its theme. Audiences are glad to pay a premium to catch a film like Dostana before its release,” says Inox Cinemas vice-president (distribution and programming) Utpal Acharya.

Demand for paid-previews of Dostana was to such an extent that some theatres had to even increase the number of previews. “Initially, we decided to hold eight previews, but since there were so many inquiries we increased the number to 11,” said Cinemax vice-president (distribution and programming) Devang Sampat.