Average audiences - the ones that make or break movies - go to cinema for entertainment, not to enhance their knowledge or get some sort of an intellectual stimulation.
The critics are the "informed" ones, hence, they go to cinemas expecting a good stimulating movie over pure entertainment. There's a huge gap between a critic's taste and audiences' demand. Films are business, so they have to cater to the audience and not the critic.
This is how award functions came into being. The successful movies have earned money and acceptance from the audience. But some few movies that promote cinema as a form of art need appreciation too, which is why awards cater to these movies.
Obviously in India, the concept doesn't seem to ring true. The award shows are basically an extension of the entertainment factor.
There have been some excellent masala movies over the years. Dabbang is a classic in the genre. It's arguably the greatest masala movie to come out of Bollywood. Rest of the lot like OSO, Wanted, Rowdy Rathod, Kick, etc. were pretty entertaining.
While I don't consider the likes of Dhoom 3, Ek Tha Tiger, Bang Bang, Don series, etc. masala films because they're simply not. They're action movies. And, not all action movies are masala movies.
The question you need to ask is why would audiences prefer to watch a movie like Talvar when there's another masala movie providing entertainment?
As Hajmola said, it's pretending to be pseudo-intellectual. The last time I had a blast watching a movie was Dabbang. It had everything and it hooked me to the core.
If you look at Hollywood, these superhero flicks are basically their masala movies, yet we find people raving over the well made ones. When it comes to Bollywood masala films, people shrug it off. Dare I say, Dark Knight is Hollywood's masala movie - but it's helmed as a classic... When we have to call Dabbang a classic, people here or the internet-savvy Bollywood fans have a problem.
Why? Are we being facetious?
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