Crowds entered theatres across the city for a recent release, only to find a statue of a couple with a coat covering their heads, inside the theatre screens.

With its release date just across the corner, 'Aashiqui 2' took to an innovative promotion and marketing exercise that had audiences amused, as they entered auditoriums in Mumbai. Taking the film into screens a week before its release, statues of the signature 'Aashiqui' pose were placed in over 10 theatres across the city.

Says a source, "While promotional kiosks and outdoors are limited to mere cutouts and standees, the makers of 'Aashiqui 2' wanted to reinforce the magic of the original and use it as a promotional activity. Creative statues of the lead pair under a coat were placed on certain seats inside the theatre screens much to everyone's amusement."

Directed by Mohit Suri, starring Aditya Roy Kapur and Shraddha Kapoor, the film is scheduled to release on April 26, 2013.