New Delhi, Oct 11 (UNI) Regardless of prevailing trends in the industry, Superstar Aamir khan has always believed in doing films that touch his heart be it the Oscar nominated 'Lagaan' and the critically acclaimed 'Dil Chahta Hai', Taare Zameen Par' and 'Dhoni Ghat'. The actor says that regardless of the prevailing trends, he believes in following his instinct while choosing a film 'I believe in doing films that touch my heart. I don't think I am the kind of person who would like to get affected by prevailing trends because as an actor and filmmaker I believe in following my own instinct as a creative person," Aamir said at the launch of PVR privilege card, a loyalty programme by PVR Cinemas, here last night. Aamir said that notwithstanding the trends and the success formulae, it was very important to him to be excited about a cinematic venture he was a part of. 'As an Actor and filmmaker, it is very important to me to be excited about a film I am making or one that I am a part of. Many times, i have taken up subjects which are not part of the prevailing trend. An instance if this is a film like 'Taare Zameen Par'. I like to surprise myself and the audience. I feel this is an important aspect of storytelling," said Aamir, whose next venture "Secret Superstar" is slated for a release on Diwali. Aamir, who will be seen alongside his 'Dangal' co star Zaira Wasim in 'Secret Superstar ', says he would rather make a film that touches his heart regardless of its box office outcome. ' It could be something that works at the box office or one that fails to click with the cinegoing audience. But I always like to follow my gut feeling,' Aamir said. Directed by Advait Chandan, Secret Superstar is slated for a release on October 19. The PVR privilege card is a first-of-its-kind digital loyalty programme aimed at gauging the movie going preference of cinegoers. Aamir, whose became the first Pvr privilege card member, said he would be happy if the initiative helps to enhance the movie going experience of the cinegoers. The superstar said he would love to be part of a cinematic venture borne out of the research into the movie watching experience of the movie goers provided the story touches his heart. A first of its kind initiative in the entertainment industry, the PVR privilege card is an attempt to gauge into the movie going preference of the movie goers. Speaking at the launch of the programme, the CEO of PVR cinemas Ajay Bijli said, 'presently movie watching is a one sided affair for the cinegoers. However, getting to know their movie going experience will help us to know his mind. This in turn will help exhibitors to share the latest movie going preferences with the film industry.' Speaking about the initiative chief of strategy at PVR, Kamal Gianchandani said, 'the purpose of the digital loyalty programme is to have a direct interface with the audience. This in turn will help movies to become more relevant to advertisers. ' He said PVR has been working on this concept for the last one year. The PVR privilege programme promises to make the movie going experience hugely rewarding by earning points and auto generated vouchers, all from first time visitation to subsequent transactions. UNI AR AKC SNU 1121