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Gone are the days when simply floating rumours of affairs between co-stars was enough to sell a film. For instance, Vidya Balan went about with a false baby bump searching for her 'missing husband' to promote Kahaani, in sync with her role in the film (pic left).

Producers allocate huge budgets to film promotion now, and an organised strategy to popularise the film is put in place by professionals who will go to any extent for that purpose. Vivek Oberoi and Mallika Sherawat tried getting into one teeshirt to promote KLPD.

His Independence Day release Ek Tha Tiger earned a record `33 crore on opening day and went onto to gross `307 crore worldwide.

All eyes were naturally trained on his Christmas release, Dabangg 2 - the question being will Salman's latest manage to pip Salman's last.

Besides the success of his films, Salman's image as a philanthropist through his charitable trust Being Human and his ability to connect with TV audiences as the host of Bigg Boss have made him a popular icon far more important than just a screen superstar.He has two Telugu remakes coming up next year - Sajid Nadiadwala's Kick with Deepika Padukone and a remake of the Chiranjeevi superhit Stalin to be directed by Sohail Khan.The world is reeling under recession but Bollywood seems far from affected.He was speaking in the context of reports floating around the time of Ek Tha Tiger's release, which suggested he beat Katrina Kaif on the set of the song Mashallah because he disliked a costume she was wearing."These stories continue to be discussed for a long time and that's the purpose," said Salman, denying such a thing ever happened on the set.

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