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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 .
India.com
18-06-2025
- Entertainment
- India.com
Meet Kapoor family member who never used his surname to get movies, worked hard to became a star, his name is...
The Kapoor family in Bollywood is one of the oldest in Indian cinema. From Prithviraj Kapoor to Ranbir Kapoor, five generations of the family have been in the industry. While many members of the family have associated themselves with Bollywood and taken advantage of their surname, there is one actor who worked hard without referring to himself as one of the 'Kapoors.' This actor worked in a series that made him a superstar overnight. Now, he is set to feature in the second part of the series. If you are wondering which actor we are talking about, then he is none other than Zahan Kapoor. Zahan, who featured in Black Warrant, is set to return in the second season. Zahan is Shashi Kapoor's grandson and Kunal Kapoor's son. Despite being a star kid, Zahan did not take advantage of his name and worked hard. View this post on Instagram A post shared by Netflix India (@netflix_in) Zahan started his career with the film Faraaz, which was released in 2022. However, the movie did not work as expected and did not bring Zahan the desired recognition. Despite that, he continued to work hard. Later, the actor got an opportunity in the series Black Warrant, which turned out to be a decent hit and earned Zahan recognition. Black Warrant Season 2 is set to hit OTT giant Netflix, and fans are eagerly waiting to witness Zahan reprise his role as cop Sunil Gupta.
Pink Villa
16-05-2025
- Entertainment
- Pink Villa
Black Warrant's Zahan Kapoor admits his ‘name and baggage' scared him; says it took 12 years to break into Bollywood
Actor Zahan Kapoor was exposed to the Indian film industry since his childhood, thanks to his family name. A member of the Kapoor family, he made his debut with the 2022 Faraaz and later got appreciation for his role in the 2025 thriller TV series, Black Warrant. While talking about nepotism, he admitted the 'name and the baggage' scared him, adding that it took him 12 years to break into Bollywood. Read on! Zahan Kapoor always wanted to follow in the footsteps of his grandfather, Shashi Kapoor. Currently, he is being highly appreciated for his stint in the trending OTT series, Black Warrant. But, in a recent chat with Filmfare, the actor admitted that his 'name and baggage' scared him. While talking to the above-mentioned publication, the Faraaz debutant shared his two cents on nepotism. According to him, the highly debatable word means an undeserving, a non-meritorial advantage that someone gets given because of some personal equation. But irrespective of that, he was always told to never take that idea for granted and that his daddy's not going to pick up the phone and get him a job. He further expressed, 'In fact, the name and the baggage scared me to the point where I said 'If I don't make the most of an opportunity, if a door opens for me and if I don't make the most of it, if I'm not ready, if I'm not prepared, if I don't have the wherewithal to actually stand on my own feet and confidently walk into that room, then I'm the biggest loser, matlab laanat hai mujhpe'.' Hence, his outlook was that why shouldn't take complete advantage. Having said that, he opined that it hasn't been like there have been handouts at all. 'So, I have managed to kind of, like I said, it's taken, you think that it's easy, you have a name. It took me 12 years,' the upcoming star expressed. In an earlier conversation with Bollywood Hungama, Zahan spoke about his relationship with cousins Kareena Kapoor Khan and Ranbir Kapoor. He admitted that while growing up, they were slightly more distant.
