Why Kya Kool is a hit!

It looks like the queen of television soaps Ekta Kapoor has finally hit bull's eye in film world as well.

After producing duds like Kyunki Main Jhooth Nahin Bolta, Kucch Toh Hai and Krishna Cottage, her latest film, Kya Kool Hai Hum is fast becoming a big hit!

Starring Tusshar Kapoor, Riteish Deshmukh, Isha Koppikar and Neha Dhupia, the film was panned by most critics.

However, it's director Sangeet Sivan who is having the last laugh. "I feel elated that my movie has worked. When we started the film, we were very sure of our target audience between the ages 18 and 35. We have been saying from the beginning that Kya Kool is a sex comedy. No one has done this before. We were trying something new. We were also targeting multiplexes. But it's doing very well in Rajashthan and Bihar. Those are bonuses."

More on rediff.com! 'Bhoot was scary but Naina is a thriller' Mallika's hot in Cannes! Images: The curviest babes!

When asked why he thinks the film clicked so well, he says, "Nowadays the maximum SMS messages that one enjoys are the non-veg jokes. There is an audience which likes the fact that we have called Kya Kool a sex comedy. If you don't like it (such films), please don't come, as you will only find faults. The audience has proved that they have matured faster than the critics have. I was surprised to find women liking the film far more than men!"

And trade analysts confirm that the film is indeed faring very well at the box-office.

Trade pundit Taran Adarsh says, "It is doing very well in multiplexes. It is not an intellectual movie. It has ample mass appeal and is very entertaining. It appeals to the target audience. It's the typical David Dhawan kind of a movie. You have to keep your brains at home and watch it."

Indu Mirani, editor Box-Office magazine, adds, "Kya Kool has stuck a chord somewhere among the youth. The film amuses the target audience and they are enjoying it for some reason."

Dinesh Raheja claims that its success may be attributed to its low budget.

"Besides, Riteish and Tusshar are 'home' heroes," he says. "Isha and Neha are not stars yet. With that kind of budget, it has already done business of Rs 125.9 lakh in the first week. We will get the real picture after the second week collections come in."

"I would also like to know why it's doing well, as it's not the kind of movie I would like to watch. Kya Kool is crude, but something about it does appeal to the people. The critics may not have liked the film but you cannot take away the fact that it has been liked by a certain section of the audience," he concludes.