Guess what’s common between the recent blockbuster films which have created waves the world over? They all have a message encrypted in the hype and the drama. On the one hand, there’s the Hollywood blockbuster, Avatar, a hard hitting diatribe against war and violence: contemporary society’s two bugbears. On the other hand there are Bollywood’s biggest draws, 3 Idiots and My Name is Khan spilling over the lessons on politics, education and life. If 3 Idiots indicts the system for churning out super rats for a rat race instead of nurturing excellence and creativity, then My Name is Khan dispenses with all superficial divides in a global world order.

And it isn’t surprising these films have managed to reap huge profits, too. Filmmakers say People no longer wish to watch larger than life heroes single headedly beating up the bad guys. Movies have to be semi-realistic and have depth. It’s nice to entertain, but there has to be an undercurrent to some topical message too.

Movies with a defined theme and message are said to be the new marketing mantra of movie industry and some producers have quite understood that and they are reaping the fruits of it.