‘Bollywood is not making good films’: Shahid Kapoor says the trend of ‘manufactured’ marketing is hampering cinema

Shahid also weighed in on another challenge that has plagued the industry for some time: manufactured marketing. He explained, “People don’t understand, but it’s a miracle of life. That a room full of people is actually clapping, whistling, and acknowledging you, giving you status above their own, it’s a very beautiful thing. That’s why art is special. But when that purity starts to be disrupted and something manufactured comes into it, it no longer feels the same.”

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He added, “Marketing is something everyone has to do, you have to do it, I have to do it. But when does marketing cross the line between right and wrong? How much is too much? That really comes from your own sense of morality. If you’re choosing to work from that place, it’s different. But if you’re only working for business and numbers, then that’s just business and numbers, and that’s your experience of life.” On authenticity in art, Shahid said, “If you are seeking something authentic, human, spontaneous, then you should let it happen. Don’t try to control it.”

Recently Shahid, also opened up about nepotism and clarified that being the son of actor Pankaj Kapur did not give him any advantages: “People think I am an actor because I am Pankaj Kapur’s son, but my parents separated when I was just three. I didn’t spend much time with my father, so nobody even knew I was his son, nor did I ever use his name. I lived with my mother. Things just fell into place for me. I never asked my father for help, and he never made calls to get me work,” he told Punjab First Voice podcast.