The overwhelming response of Aamir Khan's 3 Idiots has meant that the other two Khans, Salman Khan and Shahrukh Khan are feeling the heat. The Raj Kumar Hirani directed movie has already grossed Rs. 240 Crores making it the most successful movie in the history of Bollywood. 3 Idiots has beaten the records of the previous highest grosser Ghajini which also starred Aamir making him numero uno actor in the industry.
Aamir's brand value can be well understood from the fact that he has lived up to all the hype he had created while promoting the movie with his disappearing act. 3 Idiots which had the widest release for a Bollywood movie releasing simultaneously in 40 countries has managed to win over the west a territory so far held strongly by Karan Johar and Shahrukh Khan. 3 Idiots' success has opened a new chapter in the Khan War.