Promoting film tougher than shooting it: Riteish Deshmukh

Bollywood actor Riteish Deshmukh, who has been on his toes promoting his upcoming fantasy adventure "Aladin", says film promotion is tedious.

Bollywood actor Riteish Deshmukh, who has been on his toes promoting his upcoming fantasy adventure "Aladin", says film promotion is tedious.

Riteish plays the title role in the modern version of the fantasy story that also features Amitabh Bachchan and Sri Lankan actress Jacqueline Fernandes.

Even Amitabh is in awe of the large scale on which movies are promoted nowadays.

"Promotions of films has now become an art, an exercise in management, a test of patience and an ability to be able to answer the same questions in and out with the same intensity and conviction that you may have expressed in the previous interview," he recently posted on his blog.

"Aladin" has been directed by Sujoy Ghosh. It will release Friday.

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