Mumbai: Mega star Amitabh Bachchan, who feels that film-promotion is important these days, at the same time says that his fellow actor and friend Rajnikant does not need to promote his films, "as it happens on its own for him."

"Promoting films has become as important and time consuming, as making them! The element of bringing to notice this vast multitude and inviting them to come and see it
within a week, for that is the duration of most films these days, at least as an indicator for their commercial prospects, has now become the yardstick," Bachchan said on his blog.

The actor feels that south superstar Rajnikant, who does not follow the practice of promotions, does not require to do so, as audiences are excited on their own to see his films.

"Rajni, Rajnikant never indulges in the practice of promotions. And on occasion, when we talk film informally, he often questions me as to why I do this. Its like selling yourself like a product, he often tells me. We laugh over it, but I explain to him that he is Rajnikant, he
does not need it. For him it happens on its own. For lesser mortals like us, we need to excite audiences, to propel them to take interest, to get them into the theaters!!," Bachchan

Days after the actor finished promoting his home production 'Bbuddah Hoga Tera Baap, he is now gearing to promote Prakash Jha's 'Aarakshan', that releases on August 12.