Renowned director Nikkhil Advani recently shared his candid views on the evolving landscape of Indian cinema and the fundamental shift in audience behavior over the years. The director, who has spent over two decades crafting impactful cinema, reflected on how modern audiences interact with films and actors compared to earlier generations.
He noted that relying solely on conventional star power is no longer a guaranteed recipe for box office success, as viewers today prioritize genuine connection over star appeal. Today’s audience seeks relatable narratives and organic engagement, where they feel a personal stake in the success of the story or artist.
Addressing the shift in film promotion, Advani pointed out that marketing strategies must adapt because viewers no longer want to be told how to feel about a project. Younger demographics prefer discovering cinema on their own terms rather than taking forced promotional claims at face value.
Instead of over-hyped claims, audiences demand transparency and want to know the authentic story behind how a film was created.
Expressing concern over the intense commercialization of the industry, Advani recalled veteran filmmaker Subhash Ghai’s observation that filmmaking has gradually become like the share market.
He questioned when cinema shifted from being a medium of artistic expression to a heavily business-driven entity focused primarily on box office collections. Reminiscing about his early career aspirations, he highlighted how art was once appreciated for its intrinsic emotional quality rather than its numerical return on investment. He emphasized that while commercial success is important, the true soul of filmmaking lies in pure art and meaningful storytelling.
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