Anubhav Sinha Highlights Marketing Challenges for Small Films
Director Anubhav Sinha asserts that smaller films in Hindi cinema struggle not because audiences lack interest, but due to filmmakers' inability to reach them effectively. As he gears up for the release of his upcoming project 'Assi', Sinha emphasizes that such films require significantly stronger publicity support to succeed.
Sinha's Insights on Film Promotion and Industry Dynamics
In a recent interview with the Hindustan Times, Sinha shared his perspectives on the subject, the film industry, and the lengthy journey to theatrical releases. He expressed frustration with the common belief that online buzz alone can drive viewership, stating that real-world promotion is crucial.
Anubhav Sinha on the Evolution of His Filmmaking
Sinha, who has directed a mix of large-scale spectacles like 'Ra.One' and intimate dramas such as 'Tum Bin', has recently focused on socially driven narratives. 'Assi' continues this trend, featuring Taapsee Pannu as a lawyer and Kani Kusruti as a survivor of sexual assault. Reflecting on the film's creation, Sinha noted, "Anger happens along the way, when something nags at you persistently. Most of the anger is towards yourself: What have I done about it?"
Addressing Historical Portrayals of Sensitive Topics
Sinha also critiqued how Hindi cinema has historically depicted rape, referencing films like 'Damini' and 'Insaf Ka Tarazu'. He explained, "You think of those films because you don’t want to do something that’s been done before. You are making sure you aren’t making anything of that sort. I was aware of what had happened, and it was never an idea to use rape as a tool to create a hero."
The Real Challenge: Reaching Audiences Beyond Social Media
For Sinha, the most difficult phase begins post-production. He elaborated, "I finished making a film. Now, I need X amount of money to take it to you. You could be in Etawah, Agra, or Jamshedpur. I need to take my film to you." He challenged the notion that online trailer views suffice, adding, "In Mumbai, we think everyone is looking for trailers. But they are not. 90% of their life is something else. So, it’s a challenge."
After months of traveling across North India, Sinha reported meeting eager viewers but stressed that promotion remains a major barrier. He argued, "If these films had twice or thrice as much budget to promote them, our jobs would be much easier. The audience is waiting for Assi, not specifically Assi, the film, but a film like Assi. On the previous occasions, we didn’t serve it to them conveniently."
Sinha's Career and Broader Impact
Born on June 22, 1965, Anubhav Sinha has built a career balancing mainstream appeal with pointed social drama. His recent works include films like 'Mulk', 'Article 15', 'Thappad', and 'Anek', along with the series 'IC 814: The Kandahar Hijack'. His advocacy for better marketing support highlights ongoing issues in the entertainment industry, where smaller, meaningful projects often face uphill battles against bigger-budget releases.
