"Aditya Chopra has told his entire team that until there is a 'never before idea', they should not even discuss anything regular," said a source close to the production house.
"All marketing initiatives from theatrical launch to music launch to every other activity will be done in a never seen before avatar," the source added.
Directed by Vijay Krishna Acharya, the third film in the "Dhoom" franchise film will see Aamir Khan in a negative role and he will be joined by the likes of Abhishek Bachchan, Aditya Chopra and Katrina Kaif in the cast.
Mumbai Film Fest makes Rajat nostalgic
Actor-filmmaker Rajat Kapoor misses the way films used to be screened in theatres earlier. However, watching films at the ongoing Mumbai Film Festival, made him remember that time.
"MAMI Film Festival ... Getting nostalgic. Such a pleasure to watch films without 'No Smoking' sign on the screen! Like it used to be in the good old days," Rajat posted on Twitter Wednesday.
Mehta urges people to watch 'Shahid'
"Shahid" has come as a beacon of hope to many independent filmmakers who can now dream of having commercial release of their movies. Director Hansal Mehta urges moviegoers to watch his film to boost the morale of indie filmmmakers further.
"Watch 'Shahid' and do your bit to make independent cinema thrive," Mehta posted on Twitter Wednesday.
A biopic on slain lawyer and social activist Shahid Azmi, who was killed in his office in 2010, "Shahid" enjoyed a good release last week and it has got encouraging reviews from critics and ample support from the film fraternity.