Bollywood superstar Shah Rukh Khan, who says marketing has become an indispensable part of filmmaking because of the rising ticket prices, used the best marketing strategy to promote his "RA.One", but feels he could have made the sci-fi superhero movie in a better way.

"I think it's very, very important in entertainment to get into merchandising, to get into gaming and be on the net... we cannot negate that any more, whatever the level of film you are making," Shah Rukh, who was honoured at the NDTV Profit Business Leadership Awards 2011 with the title of Creative Entrepreneur of The Year in Mumbai, said in a tete-a-tete with the channel.