Release
Dhoom 2 was released on 24 November 2006 in India, where it received the widest release in Indian cinema history at the time with over 1800 prints, including 250 digital copies, and some locations raised ticket prices for the film.
The film was promoted with several tie-ins. Coca-Cola promoted the film as "Coke Uthale, Dhoom Machale". India's video game producing company FXLabs developed a game based on the film. Pepe Jeans sold Dhoom 2-related garments, including shirts, jeans, bandanas, caps, and metal accessories. Chetan Shah, the country head of Pepe Jeans London, stated: "Pepe Jeans is tremendously excited to be associated with the most awaited movie of the year Dhoom:2. The incredible starcast of Hrithik Roshan, Aishwarya Rai, Abhishek Bachchan, Bipasha Basu and Uday Chopra and the exciting and explosive content of the movie encapsulates everything that the Pepe Jeans brand stands for- young, cool, trendy, hip, fashionable and innovative.
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“As nature requires whirlwinds and cyclones to release its excessive force in a violent revolt against its own existence, so the spirit requires a demonic human being from time to time whose excessive strength rebels against the community of thought and the monotony of morality ... only by looking at those beyond its limits does humanity come to know its own utmost limits.”
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