I’m not a filmmaker, but my interactions with producers, distributors, marketers, exhibitors and OTT executives give me an outside view of the industry — and one question keeps coming up: are we marketing films, or manufacturing perception?
Today, the Indian film industry is undergoing a major economic shift. Across Bollywood, Tollywood and Kollywood, recovery models have changed. Marketing spends are increasingly focused on optics — influencer buzz, curated reviews, symbolic hoardings and bulk bookings — all aimed at creating the appearance of strong opening momentum.
Earlier, a film’s success was built over time through word-of-mouth. Now, opening weekend numbers drive OTT deals, satellite rights and brand partnerships. A strong start builds financial leverage, which justifies larger budgets — creating a cycle that feeds itself.
But this has consequences.
Perceived success inflates actor fees, expands budgets and reduces appetite for creative risks. Writing can take a backseat to packaging, with conversations shifting from storytelling strength to pre-sale potential.
This isn’t about blame — the ecosystem is driven by pressure and incentives. Optics deliver quick results, while substance takes time.
However, audiences today are discerning. Hype may bring them in once, but only quality brings them back. Overselling weak content risks eroding trust in cinema itself.
The industry isn’t collapsing — it’s recalibrating.
The future depends on whether this shift leads back to disciplined storytelling and financial realism — or deeper reliance on engineered perception.
Because perception may open a film.
Only substance can sustain the industry.
Contributed by Rajesh Vasani