The phrase refers to a specific, controversial era in the history of Bengali cinema, particularly within the Bangladeshi film industry (Dhallywood) during the late 1990s and early 2000s. To understand this phenomenon, it is necessary to examine the evolution of commercial cinema, the economic pressures filmmakers faced, and the eventual technological and regulatory shifts that cleaned up the industry. 🎬 What Does "Masala" Mean in South Asian Cinema?