> > > The Rediff Interview / Komal Nehta Why OSO worked, and Jodhaa Akbar didn't Sonia Chopra April 11, 2008 A still from Om Shanti Om Understanding the movie business -- why some films work and others don't -- is tough, almost impossible. For example, why did Jodhaa Akbar, which boasted of a brilliant Hrithik Roshan [ ] and gorgeous Aishwarya Rai [ ] Bachchan, not become a big hit? Did Shah Rukh Khan's [ ] aggressive publicity help make Om Shanti Om a blockbuster? Trade analyst and editor of trade magazines, Film Information and The Film Street, Komal Nahta tries to explain. Last year's Om Shanti Om set the precedent for excessive publicity. Do you see its ripple effects in other films' promotions?