Aamir Khan seems to have created a record yet again. Beating Shah Rukh Khan's Don 2 by a margin of Rs 10 crore, the theatrical rights for his forthcoming film co-starring Kareena Kapoor and Rani Mukerji, Talaash has been sold to Reliance for Rs 90 crore.

The deal between producer Excel Entertainment and Reliance was finalised last week. A source close to the production house informed Mumbai Mirror, "Rs 90 crore is a huge amount. Don 2 sold for Rs 80 crore and that was already an established franchise. This however, puts a lot of recovery pressure on Talaash." Trade analyst Amod Mehra however, did not feel that the amount was too surprising. "I think it's a reasonable amount," said Mehra.