Ajay Devgn says content driven cinema is not a new phenomenon in Bollywood and the actor believes the only difference is that such films have started doing well commercially.

The actor cites the examples of films such as Zakhm and those made by Prakash Jha to prove his point. "We did Zakhm long back, Prakash Jha has been making such films also for a very long time. Every time they say change has come in terms of content, I wonder why talk about it. Such cinema has started working after multiplexes have come.