Joginder Tuteja, Bollywood Trade News Network

Ironical as it may sound but its back to square one for Bollywood with Akshay Kumar being looked upon as the saviour of the industry. He was lynched as the villain of the piece with his CHANDNI CHOWK TO CHINA beginning the slump in as early as January 2009. Now as the second half of the year is round the corner, he is the man of the moment as his KAMBAKKHT ISHQ is being looked at as that much awaited film that would bring the industry out of the dumps.

''You would be foolish to write him off'', declares Anees Bazmee who has delivered two super hits in the form of SINGH IS KINNG and WELCOME with Akshay Kumar, ''Don't forget that he is the same man who has been the darling of the masses and given so many back to back money spinners over the years. He has achieved so much in life in such a short time period. He cannot be penalized for one CHANDNI CHOWK TO CHINA throughout his life.''

Lately he has also suffered a setback in the form of Nagesh Kukunoor directed 8X10 TASVEER. However, except for a few people from the industry and a segment of media, the backlash hasn't been as severe for Akshay as was in the case of CHANDNI CHOWK TO CHINA.

Comments a trade follower, ''It was in any case different in case of 8X10 TASVEER. The film was never meant to be a blockbuster material to begin with, even though the makers insisted in calling it as THE Akshay Kumar film. Also, a terrible climax was the major reason for the film to flop, not Akshay's acting. In fact he was the lone saving grace of the film.''

However, after experimenting with an offbeat affair like 8X10 TASVEER, he is back to doing what he does best i.e. entertain audience with his full-on masala act. In KAMBAKKHT ISHQ he plays a Hollywood stuntman and with an international set up that also boasts of the likes of Sylvester Stallone, Denise Richards and Brandon Routh coming together, it cannot get bigger than this.

''This is a film for the masses but with a rich international feel to it that would break the mass v/s class barrier'', says Sajid Nadiadwala, the man behind the multi crore affair, ''We have best of both the worlds in the film with Kareena Kapoor playing a supermodel. Akshay-Kareena combination is the one to watch out for.''

Still, one can't deny the fact that unlike a CHANDNI CHOWK TO CHINA or a SINGH IS KINNG or even TASHAN, media as well as the film's publicists haven't quite gone overboard in declaring KAMBAKKHT ISHQ as the next BIG movie. Moreover, even though the film is less than a fortnight away from its release, the usual 'Akshay Kumar frenzy' is missing.

''Let's not read too much into it. Akshay is too big a star to be worried about such minor things. And why are we forgetting that he is the same man who in the last 3 years has seen 21 films of his getting released out of which 17 have been hits. He is the most consistent actor, star and a lot more than that. Just because one film of his doesn't take a kick start as expected, people out there have started making judgments'', says Vipul Shah, Akshay's friend, director and producer.

Vipul has the final word here as countdown begins for the arrival of KAMBAKKHT ISHQ. ''I can recount 100 such cases when someone has been pulled down so badly. A few months back, it happened to Himesh Reshammiya for KARZZZZ. Earlier, after SAAWARIYA, Sanjay Leela Bhansali was said to be finished. Harman got to hear so much due to LOVE STORY 2050 while after DRONA, Abhishek was written off. This is sheer cynicism at play but mind you, one film cannot make or break anyone. With KAMBAKKHT ISHQ, industry should get the much needed respite.''

''Akshay is a superstar and he is here to stay. Let KAMBAKKHT ISHQ release and we will see it for ourselves'', says Sajid Khan who would soon be beginning shoot with the actor for his second film as a director HOUSEFULL.