After his first successful production venture 'Vicky Donor', this is his second film and he is also acting in it.
"We are very clear that we are not a multiplex film," John said, adding that a limited number of prints were being released. "We are not apologetic about this. We are not trying to make our film a mass entertainer."
"I am an actor and can make 10 other mass entertainers, but this film is to reach out to a specific audience and I don't have a problem with that. I don't have a problem if I find my audience on Monday. I will be very happy if I find my audience on Monday," he said.
Directed by Shoojit Sircar, 'Madras Cafe', a spy thriller high on action, features John and Nargis Fakhri in the lead. It is slated for an August 23 release.
Busy promoting the film, John said, "This is a political thriller and each film has its own audience. We have to find our audience for the film.
"This is not a 'Welcome Back' or a 'Dostana' where you get your audience. For this film, you have to search for your audience. I am sure people will appreciate the effort that we have put in; at least that's the intention with which we have done it. I hope it does not go unnoticed."
Nowadays, filmdom has a new yardstick to measure a film's box office success - the Rs.100 crore club.
But John doesn't agree with this, saying: "All Rs.100 crore films are not the greatest films. There are Rs.20 crore to Rs.30 crore films that are brilliant."
"As an actor I am doing 'Welcome Back' and 'Dostana 2'. I am doing the most commercial films which will go beyond any numbers, but it's important to make a film like 'Madras Cafe'. I am very proud of the film," he added.
He may have his fundas clear about the release, but he admits that producing films is a daunting task.
"As an actor you only think about your acting. Now that I am a producer, I have understood how much responsibility is on your shoulders. It's very difficult and challenging.
"I did an MBA. Before modeling, I was interested in advertising, so to present a film is my passion. As a producer it became a progression. Being an actor is great, but being a producer is very difficult," the 40-year-old said.
He also shows a bent towards regional cinema.
John, a half Malayali, said, "I can't speak Malayalam, but yes I accept my interest in Malayalam films. I would like to do some guest appearance with Mammootty and Dilip to start with. I really believe their cinema is unbelievable. You have to see Malayalam films to see their depth. I am a very proud half Malayali."
John's father is a Malayali, while his mother is a Parsi.