Mumbai: Producer Ritesh Siddhwani has come up with an novel approach to set in motion the promotion of his forthcoming Shah Rukh Khan starrer, Don.

The “dons” most people are familiar with will not hesitate to draw a gun when and where they feel the need.

However, in Siddhwani’s film this “don” also has the novel trait of being a popcorn seller. In the first stage of his publicity campaign, Siddhwani is trying capitalise on this character trait.

Using Siddhwani’s creative approach, a few cinema houses around town have been flooded with sleek cardboard popcorn boxes donning the promo of SRK's silhouette image against a backdrop of Malaysian skyscrapers.

The attention-grabber is said to have been so successful that the producer's office is flooded with requests from other theatre chains for the publicity packages.