Agnyathavasi producer hits back at troll criticising Kannada film's poor promotions

India Today

22-04-2025

Kannada Hemanth Rao, known for emotionally resonant films like 'Godhi Banna Sadharana Mykattu' and 'Sapta Saagaradaache Ello', is no stranger to crafting cinema that lingers. But with his latest production 'Agnyathavasi', which hit theatres on April 11, 2025, Rao found himself navigating a different kind of discourse, one that played out not on the big screen, but on social media. Recently, a troll criticised the film's poor promotions stating that it was the cause of film's underperformance at the box office.advertisementIn the days following the film's release, a post on X claimed that 'Agnyathavasi' failed not due to content, but due to a lack of promotional effort. 'No Promotion, No Audience!! It's That Simple (sic),' the post read, praising other recent Kannada releases like 'Yuddhakaanda' and 'Veera Chandrahasa' for doing promotions 'right', while accusing 'Agnyathavasi's' team of expecting magic without making noise.Here's the post:
Hemanth Rao replying to the post, wrote, 'Silence is often misunderstood to be confirmation of your opinion... Easy answers are not always the right answers. Each film has its own unique identity and journey. As the saying goes, comparison is the thief of joy.'advertisementHe acknowledged that the team could 'do better' with promotions, but pushed back against reductive takes. 'We will reflect, learn, and go again,' he added, while also thanking those who supported the film.Interestingly, before 'Agnyathavasi's' release, Rao spoke about these very challenges in an interview with Hindustan Times, offering a glimpse into the hopes the film carried. 'I definitely hope so,' he said when asked whether 'Agnyathavasi' could replicate the pan-Indian success of Malayalam thrillers. 'It would be good if it crosses borders and resonates with audiences,' he added.He also acknowledged the tough year for Kannada cinema: over 70 films were released in 2025 alone, with many struggling to find viewers. But rather than seeing this as a setback, Rao viewed it as an opportunity. 'I don't want to complain. I'd rather break this landscape with different kinds of cinema. Most of the audience comes to theatres for tentpole films, but good storytelling can also bring Kannada audiences back,' he said. 'Agnyathavasi', a 1997-set mystery thriller directed by Gultoo filmmaker Janardhan Chikkanna, features a cast that includes Rangayana Raghu, Siddu Moolimani, Pavana Gowda, and Ravishankar Gowda. The film was announced in early 2023 but faced several delays before arriving in theatres in April.While the debate on promotions has sparked discussion, it has also highlighted a crucial question for the Kannada industry: how do strong stories find their way to bigger audiences? For Rao, the answer is nuanced - not in formulaic strategies, but in building a culture of sustained, long-term connection between cinema and audience.Must Watch