Content, Not Campaigns, Calls The Shots
As Ghaati actress Anushka Shetty bows out of the publicity routine, the industry is finally forced to admit: Perhaps promotions don’t sell films, content does
A storm is brewing in Tollywood over Anushka Shetty’s decision to skip promotions for her new, much-anticipated film Ghaati. Sections of the press have been quick to speculate that the actress is avoiding public appearances due to “weight issues.”
But nothing could be further from the truth. The real reason behind her absence from publicity campaigns is far more practical than personal.
A Conscious Decision
A source close to the project explains, “Pawan Kalyan broke his no-press policy to promote Hari Hara Veera Malla. How much did it help the film, even though he stepped out of his comfort zone? That’s when director Krish decided to spare Anushka the ritual of publicity. She isn’t comfortable with it, and frankly, there is no real point. Recent films have flopped despite extensive promotions.”
Unfazed by Speculation
As for body-shaming, Anushka remains unshaken. She once said, “I am used to speculation about me. I really don’t have anything to prove to anyone.”
The Larger Question
Does elaborate and costly promotion actually help a film? Veteran producer-director Pahlaj Nihalani says, “There was a time when the budget for promoting films was bigger than the budget of the film itself! Stars were dragged to remote towns to face cheering fans — but not even a fraction of them turned up at the theatres.”
He cites examples, “It took Covid for filmmakers to realize city tours and gimmicks were a colossal waste of time and money. Remember Liger? Vijay Deverakonda promoted it aggressively. We know what happened. On the other hand, Saiyaara released with zero promotion and became the biggest hit in recent times. Today, audiences decide based on the teaser or trailer.”
Industry Speaks
Actor Abhishek Bachchan echoes the sentiment, “The era of intense film promotions is over. Audiences won’t watch a film just because a star waves at them in a mall. It’s like election campaigns—crowds may gather for a politician, but that doesn’t mean they’ll vote for them.”
The box office is no longer swayed by publicity blitzes.
