Popcorn or popping corn is a type of maize which puffs up when it is heated in oil or by dry heat. Don or guy of crime is a man of shrewdness who draws his gun when he is pissed or has unfinished business.

So what do they have in common? Since maker Ritesh Sidhwani has had his way, Don can even sell popcorn! And how!! Surprised? Don't be!

Ritesh's innovative introductory formula for kick-starting the promotion of his forthcoming Shah Rukh Khan-starrer has almost worked wonders.

A couple of cinema houses around town have been flooded with sleek cardboard popcorn covers sporting SRK's silhouette image against a backdrop of Malaysian skyscrapers from the forthcoming movie 'Don'.

The gimmick has paid off so well that the producer's office has been taking requests from other theatre chains for providing more and more of such unique publicity packages. Now that makes it more interesting to see how much of popcorn people will munch while watching the Don in nail-biting action coming this Diwali and Eid.