This is the age when the average film rarely lasts more than 5 weeks at the cinema before it officially hits DVD. Barely covering the cost of making the film during the first week and getting profits during the next few weeks.

However, Shah Rukh Khan's Dilwale Dulhania Le Jayenge is a film apart as it enters its 12th year at Bombay central's Maratha Mandir theater.

Mr. Rasesh B. Kanakia Cinemax India's head broke the news that it has completed its 486th week with the collections up to that point being 11,60,25,031.

It is certainly an achievement and one that is not likely to be equalled in the near future.