Mumbai, Nov 04:Jayaprada was seen last year in Bharat Bhagya Vidhata with Shatrughan Sinha. Dharmendra has made a steady appearance in several films in recent years. But none of the stars generated any curiosity for these films. Cut to 2003. Jayaprada will be seen with Big B in Raj Kumar Santoshi's Khakee . Dharmendra's Hum Kaun Hai is not even through with the shooting, but his acting along with Amitabh in the film has whipped up massive frenzy.

That's the Amitabh effect and we have already seen it in Baghban , where Hema Malini's flawless complexion and chiffon saris made Mahima Chaudhary look pale in comparison.

The Hema-Amitabh pair carried the film on their shoulders, overshadowing nearly half a dozen younger actors and outdoing films released simultaneously at the box-office.

"People just loved Hema. They came back comparing her with daughter Esha and joked how she looks younger than her daughter," says trade analyst Vinod Mirani. Two years back, when Karan Johar cast Amitabh with wife Jaya, along with an enviable star line-up in Kabhi Khushi Kabhie Gham , it was hailed as the casting coup of the season.

"Everyone wants to do something different to generate buzz. Casting actors who were once superstars is another way of doing it," Mirani says.

On one hand, Amitabh has suddenly made grown-ups look hipper like never before. On the other hand, the industry jokes about how he has rendered fathers, characters and comedians like Anupam Kher, Amrish Puri and Johnny Lever out of job. The joke doing the rounds in the industry is – Tell Amitabh you are making a Ramayana and you want him as Ram, he will say yes. Tell him you are making Ramayana and you want him as Ravan, and he will say yes again.

The remarks have grown truly uncharitable since Kaizad Gustad's Boom released.

"He's signing indiscriminately. He doesn't take a role for its merit," Mirani says. What merit, when you get Rs 2.5 crore a film, you might ask?