FOR years British Asian films had a narrow appeal to mainstream movie goers.

But in a trend being dubbed "Asiamania" or "Bollywood in Blighty" things are set to radically change.

A host of new Asian comedy and romance films are being released this summer, each drawing on huge promotional budgets.

And movie lovers in Bolton will be able to see what all the fuss is about as one major cinema proposes to launch an Asian film week.

Warner Village Cinema in Horwich is set to dedicate a number of screens to all things Asian during the summer.

But even without the benefit of a dedicated festival, film fans will be sitting back to enjoy blockbusters such as Bend It Like Beckham, a film about suburban football dreams penned by Gurinder Chadha.

Players from Bolton Wanderers Ladies Football Club -- including Asian striker Nabeela Butt -- turned up last Saturday to promote the film.

Pundits predict it will drag people into Bolton's cinemas over the coming weeks, helping it to be as big a hit as 1999's Salford-based Asian comedy East is East which made £11 million. Other potential Asian big hitters include The Warrior, The Guru and Anita and Me.

Hanna Broadbelt, manager of Warner Village in Bolton, said: "Bend It Like Beckham is very similar to East is East. Both are funny but they have serious moments. They give audiences a chance to look at life in Britain for Asians and help to break down cultural barriers.

"We find they are hugely popular films that appeal to a wide range of people."

Neighbouring Manchester will be hosting its own film festival to coincide with the Commonwealth Games.

Starting on June 28 and running until July 7, the 10-day Commonwealth Film Festival will showcase the best of world cinema including Bollywood.

Bolton's cinema has yet to finalise its line-up but details are slowly being confirmed for Manchester.

More than 300 screenings of feature films, documentaries and shorts will take place at the Cornerhouse Cinema, in Oxford Street, and the new AMC Great Northern, on Deansgate.

Director Michael Fox, the event's organiser, wants cinema-goers to broaden their diet of films.

He said:"Bollywood is on the march in the UK -- it currently has the fastest growing audience and Commonwealth directors such as Baz Luhrman openly acknowledge its influence.

"Part of our festival includes Bollywood Night. It will sweep you away with its extravagant passion, its music and its all-night party."

As part of the festival, five of Bollywood's most legendary superstar performers Amitabh Bachchan, Shahrukh Khan, Aamir Khan, Aishwarya Rai and Preity Zinta -- will appear at an outdoor event called "From India With Love" at Manchester United's Old Trafford Football Stadium on Saturday, June 29.

The influence of Bollywood is even extending to theatre. In June, Andrew Lloyd Webber will open a £4 million musical called Bombay Dreams.

But what concerns Mr Fox is the need to embrace film making that moves away from the familiar Hollywood fare.

He said: "There's almost a monoculture in our multiplexes at the moment but there is such passion, such vision, and such wit waiting to be discovered.

"The story telling at its best is as capable as Hollywood of engaging with the popular imagination -- it just lacks some of the production dollars and some of the marketing dollars."

Shahrukh Khan said: "I'm really looking forward to bringing Indian Cinema to the British masses.

"It's going to be a great feeling seeing everybody enjoying the music and romance

Ticket for Old Trafford will cost upwards of £35. Call 08701 696 853.