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Hans India
06-07-2025
- Entertainment
- Hans India
Hansal Mehta questions the efficacy of formulaic film promotions: 'Is it really success or just an illusion?'
Veteran filmmaker Hansal Mehta has sparked a timely conversation about the changing nature of film and series promotions, questioning whether the current publicity playbook truly serves the art or simply feeds a superficial perception of success. Mehta took to his official X (formerly Twitter) handle to express concern over the repetitive and formulaic approach to promoting films and web series. Without singling out any particular film, actor, or campaign, the Scam 1992 director highlighted how the industry has adopted a generic promotional template—where the same set of actors make rounds on identical platforms, answer the same questions, and appear at city events with little variety or genuine engagement. 'Do these generic, template promotions for films and series actually work? Do they make people watch? Do they make the film/series any better? Or do they simply sustain an ecosystem built on illusion—PR agencies, costume designers, event planners, influencers, sponsors, red carpets, press conferences, paid 'reviews', social media fluff. It all looks like success,' Mehta wrote in his post. He further pointed out how the machinery of promotions now seems more focused on maintaining visibility and popularity, rather than letting the film's merit drive audience interest. 'It feels like popularity. But is it? Shouldn't a good trailer stir curiosity? Shouldn't compelling promo units and—most importantly—a good film or series be enough?' Mehta questioned. In a climate where promotional events are increasingly used to flood social media with visual buzz and influencer endorsements, Mehta's observations strike a chord with many in the industry who are seeking more authentic forms of outreach. 'Instead, we're stuck watching the same actors answer the same 10 questions on the same podcasts in the same studios, flying from one city to another, chasing a perception,' he added. Concluding his reflective post, Mehta wrote, 'This isn't a rant—it's a question: What's the best way to promote a story today without becoming part of a machinery that serves neither the art nor the artist?' Known for his candid views and artistic integrity, Hansal Mehta is acclaimed for films like Shahid, Aligarh, Faraaz, Chhalaang, and the critically acclaimed series Scam 1992. His recent film The Buckingham Murders also drew attention for its mature storytelling and international narrative approach. Mehta's observations have reignited a broader discussion within the film fraternity about the relevance and return-on-investment of large-scale promotions. As storytelling continues to evolve across streaming platforms and theatres, industry stakeholders may need to reconsider whether traditional promotional strategies remain effective or have become outdated spectacles with diminishing impact. In an era where audiences often form opinions based on content quality rather than media buzz, Mehta's questions are a timely reminder to prioritize storytelling over spectacle.
News18
04-07-2025
- Entertainment
- News18
Hansal Mehta Questions Movie Promotion Events, Asks 'Do They Make Films Better?'
Last Updated: Hansal Mehta criticised the repetitive nature of film and series promotions, questioning their effectiveness and whether they truly engage audiences. Filmmaker Hansal Mehta is known for sharing his brutally honest take on the Hindi film industry and life in general. He recently expressed his candid thoughts on the current state of film and series promotions on X (formerly Twitter). He criticised the formulaic nature of marketing campaigns and questioned whether it contributes to success. In a long post on X, Hansal Mehta asked whether these standard strategies truly engage audiences or merely create an illusion of success. Without naming any specific film or artist, he highlighted how promotional activities have become rigid templates — the same actors appearing on the same podcasts, answering the same questions, and making identical appearances across cities and events. On Friday, the veteran filmmaker wrote on X, 'Do these generic, template promotions for films and series actually work? Do they make people watch? Do they make the film/series any better? Or do they simply sustain an ecosystem built on illusion—PR agencies, costume designers, event planners, influencers, sponsors, red carpets, press conferences, paid 'reviews', social media fluff. It all looks like success." He continued, 'It feels like popularity. But is it? Shouldn't a good trailer stir curiosity? Shouldn't compelling promo units and—most importantly—a good film or series be enough? Instead, we're stuck watching the same actors answer the same 10 questions on the same podcasts in the same studios, flying from one city to another, chasing a perception." Mehta, who has never shied away from expressing his views, concluded his post with a thought-provoking question: 'This isn't a rant—it's a question: What's the best way to promote a story today without becoming part of a machinery that serves neither the art nor the artist?" Take a look: Do these generic, template promotions for films and series actually work?Do they make people watch? Do they make the film/series any better? Or do they simply sustain an ecosystem built on illusion—PR agencies, costume designers, event planners, influencers, sponsors, red…— Hansal Mehta (@mehtahansal) July 4, 2025 Though he didn't name any filmmaker or specific film promotion, his remarks come amid the aggressive campaigns for Metro… In Dino, and other films. Hansal Mehta is renowned for acclaimed works such as Shahid, Faraaz, Chhalaang, the hit series Scam 1992, and recently-released The Buckingham Murders starring Kareena Kapoor Khan. He began his career in 1993 with Zee TV's cookery show Khana Khazana, which also launched celebrity chef Sanjeev Kapoor's television journey. First Published:
Time of India
04-07-2025
- Entertainment
- Time of India
Hansal Mehta questions impact of film promotion events: 'Do they make people watch?'
Filmmaker Hansal Mehta criticized repetitive film promotions on X, questioning if they truly engage audiences or just create an illusion of success. He urged for meaningful marketing focused on strong trailers and quality content, rather than formulaic events, amid aggressive campaigns for films like 'Metro… In Dino'. Hansal Mehta , the filmmaker renowned for his straightforward and unfiltered views on Bollywood and life, recently shared his honest opinion about how films and series are promoted on X (previously Twitter ). He criticized the repetitive and predictable marketing tactics, questioning their effectiveness in driving success. Formulaic Nature of Promotional Activities In an extensive post on X, Mehta questioned whether the usual promotional methods truly capture audience interest or simply give the appearance of success. Without naming anyone, he criticized how marketing has become formulaic, with actors repeatedly appearing on the same podcasts, answering identical questions, and making similar appearances in various locations. Questioning the True Value of Popularity Taking to his social media handle, the filmmaker wrote on X, 'Do these generic, template promotions for films and series actually work? Do they make people watch? Do they make the film/series any better? Or do they simply sustain an ecosystem built on illusion—PR agencies, costume designers, event planners, influencers, sponsors, red carpets, press conferences, paid 'reviews', social media fluff. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like They Were So Beautiful Before; Now Look At Them; Number 10 Will Shock You Reportingly Undo It all looks like success. " He continued, 'It feels like popularity. But is it? Shouldn't a good trailer stir curiosity? Shouldn't compelling promo units and—most importantly—a good film or series be enough? Instead, we're stuck watching the same actors answer the same 10 questions on the same podcasts in the same studios, flying from one city to another, chasing a perception." A Call for Meaningful Promotion He concluded his post with a question: 'This isn't a rant—it's a question: What's the best way to promote a story today without becoming part of a machinery that serves neither the art nor the artist?". Context Amidst Aggressive Marketing Campaigns Although Mehta didn't specify any filmmaker or film, his critique comes at a time when movies like 'Metro… In Dino' and others are being promoted with intense and widespread marketing efforts. Hansal Mehta's Acclaimed Filmography Hansal Mehta, known for powerful projects like 'Shahid', 'Faraaz', 'Chhalaang', and the acclaimed series 'Scam 1992', recently released 'The Buckingham Murders' featuring Kareena Kapoor Khan .
Hindustan Times
20-05-2025
- Entertainment
- Hindustan Times
Incentive to six movies selected under Haryana Film Policy
Haryana chief minister (CM) Nayab Singh Saini on Monday gave ₹2 crore each to four films selected by the governing council under the state film policy. The films given incentives are Chhalaang, Tera Kya Hoga Lovely, Teri Meri Gal Ban Gayi and Fuffad Ji. Besides this, the film Dada Lakhmi Chand received an incentive of ₹1 crore, and the movie 1600 Meter was given ₹50.70 lakh as incentive, a government spokesperson said. Renowned actors, including Mita Vashisht, actors Yashpal Sharma, Ammy Virk, Nushrratt Bharuccha, Preeti Sapru, Sumitra Hooda, Usha Sharma, and many other artists, filmmakers and people associated with the film industry were present at the event held in Chandigarh. Speaking on the occasion, CM Saini stated that many films have already been produced in Haryana and have been well appreciated by the public. He said this prompted the government to launch a clear and visionary film policy for the first time. The aim is to preserve the state's rich folk culture and promote it through the medium of cinema. With single-window shooting permissions and subsidy incentives under this policy, Haryana is carving a niche for itself in the film industry, just like in other sectors. This will not only harness the creative potential of Haryana's youth but has also begun to attract several filmmakers to the state for their ventures. The government is determined to transform Haryana into India's next film hub, said the chief minister.
Hindustan Times
19-05-2025
- Entertainment
- Hindustan Times
Haryana: Film cities to come up in Pinjore, Gurugram
Chandigarh, Film cities will come up in Gurugram and Pinjore in Haryana's Panchkula district, Chief Minister Nayab Singh Saini said on Monday said. He said that the Haryana government has decided to establish film cities in the state in two phases. In the first phase, a Film City is being developed on 100 acres of land in Pinjore, for which land has already been finalized, and the process of appointing a consultant is underway, he said. In the second phase, a Film City will be set up in Gurugram, where the land identification process is currently in progress, the CM added. Additionally, discussions are being held with Prasar Bharati to begin broadcasting Haryanvi films on Doordarshan once a week, Saini said. Dada Lakhmi Chand State University of Performing and Visual Arts will be entrusted with the responsibility of starting film-making courses in every university in Haryana, he said. Moreover, in collaboration with the Education Department, SUPVA will also work toward introducing theatre education in every school, Saini said at an event here. According to an official statement, in a move to promote film production in the state and preserve Haryana's rich folk culture, the Haryana Government on Monday provided incentives to six filmmakers under the Haryana Film Policy. CM Saini gave the incentive to the six filmmakers at the event here, it said. Saini gave a draft of ₹2 crore each to four films selected by the Governing Council, which is headed by renowned actress Mita Vashisht. In 2023, Mita Vashisht had assumed charge as chairperson of the governing council established to oversee the implementation of the Haryana Film and Entertainment Policy. The official statement said these films include Chhalaang, Tera Kya Hoga Lovely, Teri Meri Gal Ban Gayi, and Fuffad Ji. Besides this, the film Dada Lakhmi Chand received an incentive of ₹1 crore, and the movie 1600 Meter was given ₹50.70 lakh as incentive. Mita Vashisht, actors Yashpal Sharma, Ammy Virk, Preeti Sapru, and many other artists, filmmakers, and people associated with the film industry graced the event. CM Saini stated that many films have already been produced in Haryana and have been well appreciated by the public. This prompted the government to launch a clear and visionary film policy for the first time. The aim is to preserve the state's rich folk culture and promote it through the medium of cinema. With single-window shooting permissions and subsidy incentives under this policy, Haryana is carving a niche for itself in the film industry, just like in other sectors, he said. This will not only harness the creative potential of Haryana's youth but has also begun to attract several filmmakers to the state for their ventures. The government is determined to transform Haryana into India's next film hub, the chief minister said. He emphasised that cinema is the most impactful medium for the younger generation, making it essential to ensure access to quality films. The CM said that Haryana is distinguished by its cultural richness, natural beauty, valorous traditions, and proud way of life. Haryana's culture is not only vibrant and its folk arts diverse, but its brave soldiers and athletes have brought glory to the state on the global stage. As a result, Bollywood producers and directors have increasingly found Haryanvi backdrops and storylines compelling, he said. He further said that the land of Haryana has given birth to many great artists who have excelled in cinema, acting, and various other fields. Saini emphasised that while the government's goal is to promote Haryanvi films and culture, it also aims to position the state as an attractive destination for film production, not just for Bollywood, but for Hollywood and filmmakers around the world. Beyond filmmaking, Haryana also seeks to become a distinguished brand in film editing, he said. He said that the process for granting shooting permissions in the state has been made entirely online and transparent. Through this portal, film producers from any part of the world can obtain online approval for shooting in Haryana without needing to visit any office physically, he said. Speaking on the occasion, Mita Vashisht, said that making a film requires more than just a story, it demands knowledge of a region's attire, culture, and lifestyle. The more we study our culture, the more deeply we can leave an imprint of Haryana's stories in cinema, she said. To promote Haryanvi films, she urged that single-screen theatres be reopened in both cities and villages so these films can find audiences and help in promoting Haryanvi culture. She also said that the more we connect with our Haryanvi roots, the more global our identity becomes, meaning that, if we truly internalize our culture and way of life, we can establish a strong Haryanvi identity on the international stage.
