The list is growing by the day. While these scenes generate a lot of curiosity before the film's release, is this B-Town's new formula to grab immediate attention? Director Vivek Agnihotri says, "Sex sells.

There was a time when actresses used to emphasise on 'no kissing, no cleavage' clause. But today an actress will have to go home if she has such inhibitions.

Small town youngsters want to watch films like Love, Sex Aur Dhoka and Ragini MMS . According to surveys conducted in smaller cities, parents and children go separately to watch these movies, but they do watch them.

So even if these films are not meant for family viewership, they work." Filmmakers deny that they are going the Hollywood way, suggesting that the films are actually a reflection of society.

Filmmaker Abhinay Deo says, "The youth today are coming out of their shells and our society is less hypocritical. Anything that is not agreeable will not sustain, whether it is titillating or not.

" While many actors actually get talked about when they do such bold scenes, some feel that they'd do such scenes only if the script demands it. Actor Tusshar Kapoor says, "When a film is bold, it needs to be marketed well.

There have been so many clones of films like Murder and Kya Cool Hain Hum but they did not work. Audiences are smart enough to judge a film.

" Siddharth Roy Kapur, CEO of a leading production house says, "It would be a folly to continue being coy. We'd be foolish to assume that just because we don't show romance or kissing on screen, the youth of the country would not be watching it on internet at home!" So now we know why Bolly films are spicier and bolder of late! It's about money (less)