Aamir Khan recalls Lagaan Oscar campaign, says they were only allowed to serve coffee and biscuits: ‘People feel you have to give gifts but…’

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In agreement, Kiran added, “The chances of your film being left in the left-out list is quite high despite almost all our films being available online. So, we have to generate the buzz through various screenings to ensure people watch our films.”

Talking about how such screenings used to happen in the time of Lagaan, Aamir Khan revealed that neither he nor the director Ashutosh Gowariker were allowed to go to these screenings. “In fact, we had to stay out, and all that we offered to those who watched our films were tea, coffee, and biscuits. And honestly, if there are rules that the committee members should watch all the films, then we wouldn’t have to do this also,” said Aamir Khan reiterating that the biggest drive was to ensure members don’t miss watching the film. “That was the biggest task.”  He added, “In India, people feel that you have to give gifts, that doesn’t happen. I am just explaining because lobbying is a very vague word. It can mean anything.”

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Underscoring the pressures of working within this system, Kiran explained that despite online screenings making things easier, they don’t have an option but to conduct live screenings. “You will have to build your profile and the film’s profile by generating the required hype and sound. That is why campaigning becomes a major share of your budget,” said the Dhobi Ghat filmmaker.