Renowned filmmaker Anurag Kashyap has launched a scathing critique against Bollywood's growing obsession with extravagant film promotions, labeling them as pointless exercises that drain financial resources without delivering proportional returns.
The Case for a Promotion Ceiling
During a recent appearance on film critic Komal Nahta's podcast, the outspoken director of Gangs of Wasseypur argued that the Indian film industry urgently needs to establish a clear ceiling on marketing expenditures. Kashyap emphasized that the current system disproportionately benefits big-budget productions while suffocating smaller films that depend on organic word-of-mouth success.
"Nothing gets a fair chance beyond three days," Kashyap stated in Hindi, reminiscing about an era when cinema halls were fewer but genuine audience recommendations carried more weight in determining a film's fate.
International Comparisons and Industry Disparities
The filmmaker presented compelling international examples to support his argument, questioning why successful global properties like Demon Slayer and Hollywood's F1 movie thrive without extensive promotional tours featuring their stars in India.
Kashyap specifically highlighted the marketing budget disparities within the industry, noting that South Indian cinema has implemented effective ceilings that Bollywood should emulate. He expressed frustration that when wealthy producers overspend on promotions, smaller films inevitably get overshadowed and lost in the noise.
Industry Reactions and Professional Updates
Kashyap's comments have sparked widespread discussion within Bollywood circles, reigniting debates about whether massive marketing campaigns have replaced strong storytelling as the primary driver of box office success.
On the professional front, Kashyap's recent directorial work includes Nishaanchi, while his film Bandar premiered at the Toronto International Film Festival earlier this year. The multi-talented filmmaker will next appear as a fearless police officer in Dacoit, an action drama being shot simultaneously in Hindi and Telugu languages alongside Adivi Sesh and Mrunal Thakur.
Kashyap concluded his critique with a pointed observation about industry mentality, suggesting that despite Maddock Films' recent successes, many in Bollywood remain consumed by jealousy and competition rather than celebrating collective achievements.
