(Any opinions expressed here are those of the author and not of Thomson Reuters)

Mumbai resident Gopal Das doesn’t usually go to the movies. It’s the children who drag him and his wife to the cinema to watch the latest Bollywood film.

Das’s 8-year-old son Shubham insisted on watching Shah Rukh Khan’s “Chennai Express” on his birthday this week. His teenage sister had recommended it.

“They both said they don’t want a cake or dinner out,” Das told India Insight as he waited with his children at a city multiplex. “We usually don’t watch movies, only the ones they want to watch.”

Das is not alone. As Bollywood tries to bring in ever more movie watchers, producers and filmmakers are finding that it’s worth marketing to children as much as they can, even for films that are meant for adults.

“They are connected, up-to-date with what is going on, and very sure of what they want, even at such a small age. We have to consider them while making a film and selling it, and ensuring that nothing we do should put them off,” said Nikhil Sane, of Zee Marathi.