No kisses 4 Emraan Hashmi

The tepid response to his new release Aashiq Banaya Aapne notwithstanding, Emran Hashmi seems to have "arrived" – the actor says Subhash Ghai has signed him for three films. But the truth is, Hashmi has signed only one film with Ghai.

Says Ghai, "Emran has been signed for a movie, but it is yet to be announced. As for signing him for three films, in our normal dealing with actors, we do sign them for two to three films for the 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 cast them accordingly. For Mukta Arts, loyalty is a very important factor."

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

Also, can Hashmi deliver a hit without the steamy smooch scenes with leading ladies he is known for? His forthcoming release, Anant Mahadevan's Aksar, features him in a totally non-steamy role. "There are no kisses and steamy scenes in Aksar," says director Mahadevan.

Audiences have shown that they're bored with Hashmi's kiss-and-make-them-sigh modus operandi. Check out the poor collections of his latest release, Aashiq Banaya Aapne. Now a lot depends on debutant Vivek Agnihotri's Chocolate, where Hashmi is again paired with Tanushree Dutta.