The Bollywood landscape in Britain is undergoing an interesting change with the audience becoming more open to diverse forms and formats of cinema than the routine family dramas, according to Screen International.

Screen, which is among the world's biggest international trade publications, did a special feature on this topic.

The editorial, titled "Alternative Menu", credited UTV's International Distribution Division for making a success out of unconventional and atypical UK-sort-of films like "Viruddh" (songless art-house drama), "Bluffmaster" and "Taxi No. 9211" (hip new-age urban dramas) and "Rang De Basanti" (political drama).

The British market is known to be biased towards routine kith and kin melodramas but the success of these films with diverse genres that weren't known to be particularly "UK-friendly", has opened the doors to the acceptance of more diverse forms and formats of cinema in the British market.

The feature goes on to talk about the release of the forthcoming Shah Rukh Khan biggie "Don" which, while featuring a string of top stars, will be a racy action thriller with use of high-end technology.