Even as Fifty Shades Of Grey struggles to get released in India, Bollywood is already gearing up for a slew of erotic thrillers and sex comedies.

Now, it's not like such films weren't being made before, but the numbers are definitely on the rise over the last few years. The upcoming Mastizaade, Ek Paheli Leela, XXX, Kya Kool Hai Hum 3, Kuch Kuch Locha Hai, Grand Masti 3, Hunterr to Hate Story 3 are all flashing the erotic bait.

Ishq Vishk's Ken Ghosh is now helming XXX (obviously it's about sex!). Ravi Rai, known for his sensitive love stories, is directing erotic thriller Guns N' Roses with Himesh Reshammiya.

Production houses like Balaji Motion Pictures and T-Series have forayed into the genre. Even Karan Johar was keen on making a sex comedy before the AIB Roast controversy. And of course, everybody remembers that Vishesh Films set the ball rolling with films like Raaz, Murder, Jism and Khamoshiyaan. Sex sells and producers are only too willing to cash in on it.

Box office magicMilap Zhaveri, who co-scripted one of the first mainstream sex comedies Masti a decade ago, believes that it was the huge box-office success that paved the way for more films in the genre like Kya Kool Hain Hum and Delhi Belly. "When a genre works, people are bound to emulate the same," he says. The sequel Grand Masti, made nine years later, became the first 'adult film' to gross Rs 100 crore and there was no looking back. "The audience loves these films. They are eagerly waiting for films in the genre," grins Milap.

Tanveer Bookwala, CCO, Balaji Motion Pictures says it's a proven genre. "The Bhatts have made an enterprise out of it. Even our Ragini MMS 2 made `50 crores," he adds proudly. Bhushan Kumar, who tasted success with his first film Hate Story 2 in the genre, is already onto his next Ek Paheli Leela, Hate Story 3 and another film written by Vikram Bhatt. "The mantra to success of these films is good music, beautiful visuals and a tight budget," says the producer.

Not satellite-friendlyInterestingly, erotic films lack stars and are made on shoestring budgets with newcomers. "If presented properly, the newbies immediately grab attention," says Bhushan. Vikram Bhatt reckons that eroticism is one way of attracting audience to a film that has no stars. "You need some kind of attraction. Also, the audience knows from the outset what kind of film they can expect. There is no confusion about it. That's also the reason one can spawn a franchise," he says.

Moreover, these films are not hot on the satellite market. In fact, the depression in satellite rights is cited as one of the main reasons for producers going all out to make not only films in the erotic genre but also those that come under the 'A' category. "Earlier, you got a massive price for satellite rights, but now a film doesn't get it anyway. So, you might as well make a film that stays true to the genre and not compromise on the vision," points out Tanveer.

Sex is not a dirty word!Ken Ghosh says that because erotica is new B-Town genre, it works. "Actually, erotica is a sub-genre with exciting flavours like comedy and thriller. And, as a director, I want to shoot as many genres as possible. With XXX, I hope to convey that sex is not a dirty word and that a sex scene need not be vulgar."

The big difference between erotica and porn, says Tanveer, is the lighting. "If you get good directors with a great aesthetic sense, the market gets the sensibilities of the film and it doesn't come across as a cheesy, sleazy film," he says.

Milap, however, feels that one cannot draw a line. "What is erotic to some, is vulgar to another. The trick is to stay honest to the genre and provide entertainment. India is the land of the Kamasutra and thankfully the audiences aren't prudes anymore. They are open, liberal and mature enough to choose to enjoy vulgarity or double-meaning humour," he says emphatically.

A-listers in erotic films?"Why not," asks Tanveer. "It is directly proportional to the success ratio of the films. If a slew of films do well, A-list actors will be part of such films. Anyway they are dying to experiment," he says citing the example of Varun Dhawan in Badlapur. "There is a graphic sex scene between Varun and Huma Qureshi is the film. Emraan (Hashmi) has also done a lot of such scenes. Bigger actors are open to it. It's time we grew up. Actors in the west have done frontal nudity in films," he quips. Milap agrees saying everyone wants success. "A-list actors will also do 'A' films soon. Akshay Kumar has expressed a desire to do a sex comedy," he smiles.

Fifty Shades-ready?"We can't even show proper sex, forget deviant sex," shrugs Vikram. "It will be a long time before we make a film on BDSM because our culture, emotions and understanding is different," says Bhushan. Milap, however, feels that the Indian audience is ready for the controversial film "but the so called guardians of our morality will oppose it". Tanveer, on the other hand, is of the view that soon, a film on those lines will be made and "an A-list actor will do it". When asked if he is planning to make one, he says the it is at a notional stage and still to be explored.

With producers accepting and opting for 'A' films, looks like sex is finally coming out of our bedrooms to the big screen, leaving the audience wanting for more!