According to Sanjay Leela Bhansali, cinema is no longer art in India. People do not watch art anymore. Cinema viewing is celebratory here. It is just like celebrating a festival. You go to a  film that gives you all the joy, laughter, fun, action, romance, whistles and claps. It is a tradition here to see all this. This is where people belong. Even while making a serious film, the melodrama must be balanced. Though good experimental movies work, the dominant mood is entertainment.