The star power of Salman Khan just doesn't seize to amaze. As if the stupendous opening and success of Wanted, Dabangg and Ready was not enough to rave about, the actor's latest blockbuster Bodyguard just set another record of a different kind.

Thanks to an innovative contest, with lucky winners getting free Bodyguard T-shirts, ticket sales at a chain of theatres belonging to the Rathi Group of Cinemas peaked again, with shows starting to run houseful once more in its third week.

"It was producer Atul Agnihotri's idea to hold a contest at our theatres and give out Bodyguard T-shirts to the winners, " revealed exhibitor Akshaye Rathi of Rathi Group of Cinemas. "This initiative worked magic and ticket sales zoomed at all our theatres, " he added.

Atul Agnihotri said, "I've known Akshaye since Hello and he's always ready to do innovative promotions at his cinema chain.

When the idea of Bodyguard T-shirts became such a big hit once the cast and crew started wearing them, we thought it would be a cool concept to extend it to Akshaye's properties. We did it from the heart and are glad the idea of the T-Shirts is a super hit."

Meanwhile, Bodyguard's fortunes continue to overwhelm the industry. The film, made at a budget of 60 crores, made history in Indian cinema by earning 22 crores on the first day of its release. What's more! In just three weeks of the release, the movie has crossed Dabangg's India box-office figure of 141 crores, and emerged India's second biggest grosser of all time.