Does the failure of Kis Kis Ki Kismat , starring Mallika Sherawat, indicate that an excess of sexuality no longer guarantees heavy box-office draws?

"People are wary of seeing Mallika exposing herself. What more of her can audiences see that they have not seen in film after film?" Bollywood Trade quoted Manoj Desai, a film exhibitor, as asking.

But Praveen Thakkar, the film's distributor, disagrees. "I don't think it is an indication that sex has stopped selling at the box-office.

"Sex has a worldwide appeal and it will always sell, provided it is supported by a sensible story," Thakkar said.

Director Karan Razdan, whose films tend to capitalise on sex, feels that the failure of Kis Kis Ki Kimat actually endorses the fact that sex sells.

Razdan observed, "As far as I know the film was projected as a comedy, and not one with passionate scenes, which audiences would expect from Mallika Sherawat.

"The promos gave the impression that audiences would be left watching Dharmendra's jokes, instead of Mallika's sensuality," said Razdan.

He felt a film's sensuality, if reflected in the promos, makes a big difference to its box office draw.

Director Govind Menon also refused to see his film's failure as a sign that Indian audiences are suffering from an erotic overkill.

"I am told that the film did poorly because it lacked sexuality, despite having a star known for her sex appeal," he said.

Citing a weak script, poor direction and lack of adequate publicity as reasons its failure, Menon said, "Both sex and violence sells in films. Sexuality is a major element in big films. That's why Basic Instinct gets re-released so often."