Aamir Khan is known for extensive and innovative marketing of his films but his forthcoming movie "Talaash", releasing Friday, was being under-promoted until last week. Director Reema Kagti says it was deliberate.

"We are sandwiched between 'Jab Tak Hai Jaan' and 'Son Of Sardaar' on one Friday and 'Khiladi 786' on the next Friday.

All these three are big extravagantly-hyped films. We had two choices - either we made ourselves heard louder than these biggies, which was impossible; or we spoke in a much quieter tone than our competition. We've chosen the latter option," said Kagti.

"Also because we can't speak too much about the film without giving away the suspense," she added.

Meanwhile, the filmmakers are preparing for another fight.

The sms rogues are trying to give away the suspense in "Talaash". Among the messages being sent out, one claims that Aamir, who plays a police officer, is also the murderer in the movie.

However, spoilers on sms and the internet purporting to give away the suspense in "Talaash", are not affecting the director.

"I'd get seriously worried if any of these spoilers were anywhere near the truth. But they're way off the mark. So I am not really bothered," she said.

"Talaash" also features Rani Mukerji and Kareena Kapoor.