Madhuri Dixit welcomed the launch of the 'It's Cinema' magazine, which will be about the technicians behind the scenes in any filmmaking process and lauded the unsung heroes of film industry. Director Rohit Shetty too claimed that such a magazine was very much the need of the hour as readers would get to read about the hard work and efforts that go in making a film as opposed to film gossip. Shreyas Talpade also appreciated the idea of such a magazine and spoke about the importance of such a magazine.