The immensely tepid response to his new release "Aashiq Banaya Aapne" notwithstanding, Emran Hashmi seems to have arrived or so we must believe going by his claim that Subhash Ghai has signed him for three films.

But the truth seems a little different. Apparently Hashmi has been signed for only one film by Ghai.

Ghai himself confirms this. "Yes, Emran has been signed for a movie. But it's yet to be announced. As for signing him for three films, in the normal course of our dealing with actors we do sign them for two to three films for future.

"Mukta Arts makes many movies. As and when it happens we may or may not use their services for our approved subjects. We watch their interest level and excitement in a project and then cast him or her accordingly. For us at Mukta Arts, loyalty is a very important factor."

With Emran being a resident hero in the films produced by his uncles Mukesh and Mahesh Bhatt, it remains to be seen how "loyal" the young actor can be to another banner, albeit a prestigious one like Mukta Arts.

Also, can Hashmi deliver a hit without the mandatory steamy smooch-and-slither scenes with his leading lady?

His forthcoming release, Anant Mahadevan's "Aksar", features him in a totally non-steamy role. "There're no kisses and steamy scenes in 'Aksar'," director Mahadevan confirms.

And haven't audiences shown they're bored with Emran Hashmi's kiss-the-girl-and-make-her-sigh modus operandi? Check out the poor collections of his latest release "Aashiq Banaya Aapne".

A lot depends on debutant Vivek Agnihotri's "Chocolate" where Hashmi is again paired with Tanushree Dutta.

Is Emran Hashmi only saleable with the Bhatts?

Other saleable family bondings: Rakesh and son Hrithik Roshan (no hits when papa isn't at the helm), Kamal Amrohi and wife Meena Kumari ("Pakeezah"), V. Shantaram and wife Sandhya ("Jhanak Jhanak Payal Baje", "Do Aankhen Barah Haath"), Guru Dutt and wife Geeta Dutt (she sang most of her hit songs in her husband's films) and R.K. Nayyar and Sadhana ("Inteqaam", "Geeta Mera Naam").