For some, a film's success lies in good box office collections, and for some, it is found in critical acclaim. Filmmaker Milan Luthria, who is awaiting the release of "Once Upon Ay Time In Mumbai Dobaara!", says it is the ringing cash registers and audiences' whistles that matter to him the most.

His film is produced by Ekta Kapoor, and he feels they share a common goal with their movies.

"We are, at our core, very commercial filmmakers...Ekta and I. And we want to hear the whistles and the claps in the theatres. We want to see people laugh, cry and emote while watching our films. We want to hear the cash registers ringing. We don't think beyond that," Luthria said at a press conference here Friday.

Presence at film festivals is not their agenda as of now.

"Whatever has to happen in terms of festivals and awards is not even remotely right now on our mind. We just want to reach out to the maximum number of people," said Luthria.

"It's all about entertainment, entertainment and entertainment," added Luthria, reiterating Vidya Balan's popular dialogue from his hit directorial "The Dirty Picture".

"Once Upon Ay Time In Mumbai Dobaara!", a crime thriller, releases Aug 15. It features Akshay Kumar, Sonakshi Sinha and Imran Khan.