Shahid Kapoor speaks out on marketing, creativity and changing audience habits
As he gears up for the release of his upcoming film O Romeo, Shahid Kapoor is making headlines for his unfiltered take on the current state of Bollywood. During a recent podcast conversation with Prakhar Gupta on YouTube, the actor reflected on how excessive and artificial marketing strategies are affecting cinema and distancing films from genuine audience reactions.
Shahid pointed out that while promotion is a necessary part of filmmaking today, the growing dependence on manufactured publicity often clashes with the core purpose of art. He noted that the joy of cinema lies in receiving honest applause, whistles and emotional responses from viewers moments he described as rare and deeply meaningful. According to the actor, when this purity is replaced by planned hype and artificial PR cycles, the emotional value of cinema begins to fade.
The actor also spoke at length about shifting viewing habits and the audience’s decreasing attention span. He observed that constant digital stimulation has affected both viewers and creators. While audiences now seek quick dopamine hits and frequent breaks, creators are also struggling to focus deeply on their work, which in turn impacts the quality of storytelling.
Shahid emphasised that the issue goes beyond audience impatience. He suggested that the industry must also take responsibility for not producing enough strong, engaging films. Calling it a “two-way process,” he underlined the need for better content alongside smarter, more honest marketing approaches.
