Director Shankar, who has finished the shooting of his Rajni-Aishwarya Rai starrer ‘Enthiran: The Robot’ and is involved in the post-production work of the film, has opined that the sincere and earnest efforts to make quality films always pay rich dividends to the producer and the director concerned. Shankar was speaking at the audio-launch of the film ‘Madarasapattinam’ which was held on the other day in the city. “From my experience, I can vouch for the fact that people are always ready to accept films which possess certain quality about them…no effort made with care and dedication would go in vain. “Cinema has been undergoing many physical and technological changes…the people are eagerly observing the goings-on in the film industry; nothing happens here without their being aware of it. I can see that many upcoming producers and directors in Kollywood are yearning and trying their best to create quality films and artistes who are ready to take up new challenges,” said Shankar. The ace director also noted with satisfaction that there has been a discernible quality tangible in the music of G.V. Prakash Kumar, a trait he appears to have picked up from his Uncle A.R. Rahman. The audio cassettes and CDs of the Aarya-Amy Jackson starrer ‘Madarasapattinam’ was released by Kamal Haasan.