When it comes to Eid, it is bhaidom all the way. Although Race 3 minted record openings, it lost its novelty considering Big Bhai has made it par for the course. So while critics made mincemeat of the plotline, superstar Salman Khan has proved that even the most ridiculous twists and turns can be made believable for a large number of Indians, wanting to let themselves go and indulge in silly extremes on a sunburnt weekend. True, content-driven films are finding takers. Equally true is the fact that Salman himself has attempted to incorporate some content and character-driven storylines in his blockbusters that anyway worked more because of his supersonic appeal.
The other two Khans with mega connects, Shahrukh and Aamir, have crafted their own trajectories, one with his polished urbanity and the other with realistic characters. So who else is left to ladle out the masala for the vast body of the cine-goers who want to have a crazy laugh and roaring, guttural gratificationIJ You may dismiss him in cinematic discourse but you cannot deny that Salman has the pulse of the business better than anybody else. Which is why the other two Khans, now gradually being outdone by young performers, get super Bhai to endorse their work and draw eyeballs. Meanwhile, Salman is already cooking newer recipes. On Eid, he spilled a surprise, releasing a song that he has penned and sung called I Found love. Besides ditties to melt hearts, he is now turning distributor too, making sure that he has a tight hold of the kitty. In the end, he can justify his shrewd business sense by “being human.” In his vocabulary that means touching the basic instincts of each Indian.