Statistics 3 Idiots released on 25 December 2009 over 1550 prints and 1760 screens in India, which was considered to be a "wide domestic release for a Bollywood film" at that time, according to trade analysts. Major
multiplexes allotted more than 95% of screens for the film, prior to the release. It also had a wide-overseas release with about 344 prints in 415 screens. However,
Bollywood Hungama and
The Times of India reported that the film had got about 342–366 screens. The film's wide-release in about 32 countries was noted by trade analysts, who wondered whether it would slow down the business of
James Cameron's
Avatar (2009), which was breaking box-office records. Following its domestic success,
3 Idiots was screened in East Asian markets. It was released in Taiwan on 17 December 2010, followed by Hong Kong on 1 September 2011 and mainland China on 15 December 2011. and
Huang Bo voicing Rancho. In January 2013, the film was distributed by Apex Entertainment and CJ Entertainment to release the film in the Korean markets and was released on 25 January 2013. Following its success in other
Asian markets, Japanese distributor
Nikkatsu announced plans to release the film in Japan. It was released there in June 2013,
Screenings In November 2009, Aamir Khan invited hundreds of people to watch the first half of the film exclusively in a basis of
Non-disclosure Agreement.
3 Idiots, thereby being the first film in
Bollywood to use this clause, which was prevalent in
Hollywood; the lead actor asked people to share the opinions about the film. The premiere show for the film was held in Mumbai on 23 December 2009. Along with the film's cast and crew, the event saw the presence of
Anil Kapoor,
Yash Chopra,
Karan Johar,
Shah Rukh Khan,
Salman Khan and
Saif Ali Khan among many others and other named celebrities, including Hirani's earlier collaborators such as
Sanjay Dutt,
Vidya Balan,
Arshad Warsi and
Dia Mirza.
Amitabh Bachchan who had earlier confirmed his presence at the premiere ultimately did not turn up in the end. The special premiere in
United States and
Canada were held on 24 December, prior to the Indian release. He constantly followed the news of the film and wanted to watch it in a theatre, but due to his health condition, he could not get out of his home. Later, Chopra and Hirani expressed Dilip's wish and agreed to conduct a private screening for the actor. The members of the
United Nations, came in touch with the producer regarding the screening of the film, following its influence in youngsters about the
Indian education system. More than 700 invitees, including non-Indians, turned up for the screening, despite the hall had capacity for about 600-650 people. A two-hour long post-screening session was conducted to the attendees to focus on "how the film has impacted mindsets". It may also help Bollywood markets to screen their film in Australia. The film was screened at the Aruba International Film Festival held on 10 June 2010. At the Indian Film Festival of London, held during 25–29 August 2010, the film was screened along with Chopra's other five films —
An Encounter with Faces (1978);
Parinda (1989);
1942: A Love Story (1993) and
Eklavya: The Royal Guard (2007), while further honouring an award for Chopra. A charity screening of the film was also held with the proceedings being contributed to
UNICEF. At the inauguration of
Vidhu Vinod Chopra film festival, to honour the director-producer,
3 Idiots along with the director's other films,
Eklavya: The Royal Guard,
Mission Kashmir and the
Munna Bhai film series, were screened at the festival on 30 March 2012.
3 Idiots became one of the few Indian films screened at the inaugural Indian Film Festival held in
Ho Chi Minh City (
Vietnam) in December 2015. The film was further screened at the inaugural Himalayan Film Festival held during 24–28 September 2021 in
Ladakh.
Marketing Aamir Khan used innovative marketing strategies for the promotions of the films, in order to gain wide exposure among audience. Anil Arjun, the CEO of
Reliance MediaWorks which produced and distributed the film had stated that, a 40-member team was put in place to market the film four months prior to the release. He said that "the campaign was made such a way that it appeals to all category of viewers — people who are going to multiplexes in metros and single screens in small towns". The film was shown to all stakeholders and the company employees prior to the release, and a 360-degree marketing campaign was made after the release, which covered digital, outdoor, brand partnerships, public relations and merchandise. The "butt chairs" used by the actors in the film, were placed at leading multiplex chains for public viewing. The makers teamed up with
Zapak.com for digital promotions, with firstly the official website titled
idiotsacademy.com was launched and the lead cast came with
video chatting to the fans. As a part of outdoor promotions, carried by Primesite Marketing Agency, innovations in hoardings, bus shelters, bus backs, platform signages and mobile vans attracted audiences. Stickers with the film's logo was pasted in 10,000 auto rickshaws that moved in cities.
Piracy In addition to encourage people watching the film in theatres, Reliance MediaWorks' marketing team managed to destroy more than 2.1 million illegal downloads. In New Delhi, the sales of pirated DVDs of the film were stopped after a subsidiary company of Reliance Anil Dhirubhai Ambani Group (R-ADAG), levied a complaint to the officials to take actions against movie piracy. After the raid conducted by the police in several locations across Mumbai, former
IPS officer
Aftab Ahmed Khan, said that "We execute everything keeping the system in mind. We have the support of the local police so there is no question of going against the system. Piracy always existed in some form or the other. But we are getting the facts and figures only now as there are industry body who are working together to bring this menace in the forefront. To curb piracy in the long run we will have to constantly work towards means and ways to fight it."
Television and home media The television rights of the film were purchased by
Sony Pictures Networks for , which was the highest bid during that time. The film made its television debut on 25 July 2010, with promotions for the television premiere cost and had attracted 12 popular sponsors to market the film. It drew an audience of 39million viewers in India, The cumulative reach of the film was uplifted to 30.5%. On 27 August 2010,
Reliance Big Entertainment launched the standard DVD and
VCD editions of the film through
Reliance Big Home Video. It was coincided at an event held during
Grand Hyatt at
Mumbai, with the presence of the cast and crew members and was broadcast live on
Facebook and
Twitter. Later, on 1 October 2010, Reliance Big Home Video launched the premium version of the VCD and DVD, that included a 24-page sticker book and special "idioticomic" book, priced at . It eventually sold 75,000–80,000 copies upon its launch, thereby generating a revenue of 30–40 million (US$400,000–530,000). In order to curb piracy, producer Chopra and Hirani stated that the film will be released and downloaded legally through
YouTube on 25 March 2010, twelve weeks after its theatrical release. It was attempted for the people who cannot afford to go to multiplexes or single screens, thereby 3 Idiots becoming the first Indian film to have a legal release on YouTube. Officially, it was released on YouTube in May 2012, but its access has since been restricted. However, it has been made available for online streaming on multiple platforms such as
Netflix,
Amazon Prime Video and
Sony LIV. Later as Reliance Big Pictures Vinod Chopra Films signed a deal with
JioStar. == Reception ==