With a track record of making films that routinely set the cash registers ringing, Rohit Shetty is rightfully Bollywood’s masala movie king.

With the release of Simmba, his much-touted, sure-to-be-a- commercial-hit flick imminent, the director thinks that his formula for success is keeping the audience in mind.

“As a director, I always keep my audiences in mind while making a film. I make films especially for family audiences as well as for the masses. Thus, before embarking on the script and trying to put it onto celluloid, I always wish to make them happy and entertain them with every scene,” he asserts.

Adding to this, he says, “You are asking me if I have a hand on their nerve, let me update you — it’s not possible for me to keep everyone happy. But yes, according to a recent survey, it came to light that my films are mostly watched on television. My films fall in the category of family audiences. Children can watch my films in the absence of their mothers too. Mothers do not need to hide the remote control while they are out of home. Also, I always try to upgrade my films. We need to look at our profession as a business also… I understand how I need to keep my audiences happy. They are my people and I know I am making films for them.”

Does that mean that Rohit will never make sex-oriented films? Or that the female lead in his films will never be seen smooching or in a bikini?

He replies, “The kind of films I make, cater to a certain kind of audiences, so I will never make such films. My audience is family audience or, you may say, masses too. I cannot do that… But if anyone from my production wishes to make sex oriented films or wants the female lead to don a bikini or be seen smooching, then that will depend on the director. It will be a director’s call. If they want to make, I will not say it is wrong. I keep my audiences in mind, and that is important for me.”

Asked on how important the promotion of a film is, he says, “According to me, a film needs to be promoted for at least 25 to 28 days before its release. It’s essential to create awareness. And we have a long promotional strategy, and nowadays TV reality shows are also a good platform to create awareness of the product. I feel the promotional strategy need not be so much that it might kill the essence of the product. But yes audiences need to be aware that so and so film is releasing this Friday…that is important.”

Rohit Shetty ‘s film Simmba starring Ranveer Singh and Sara Ali Khan is set to release this Friday. His mind blowing television show, Khatron ke Khiladi where he is seen donning the hat of a host and, a dost, is also set to be broadcast soon on the Colors channel.