Films have become marketing product: Shekhar Kapur

Jul 27, 2012 IANS

Mumbai, July 27 (IANS) Filmmaker Shekhar Kapur is upset how marketing and box-office performance of a film are becoming the parameters of success rather than the film itself.

"It's sad that media focus on films all over the world these days is box office figures on opening weekend. Not the film," Kapur tweeted.

Citing the success of his 1983 film "Masoom", he further wrote: "Noone went to see 'Masoom' in first week of release. Empty halls. Picked up next week and was unstoppable. Today would be impossible to release a 'Masoom'."

The 66-year-old says movies have sadly become "product of marketing hype more than artistic/story merit."

"Production houses see films as disposable product with shelf life of one weekend, maximum two. We tried to make films to last a lifetime and beyond," he added.

Kapur, who made "Mr. India" with Anil Kapoor and Sridevi in their initial days, has raised questions over the money minting attitude of current producers.

"If we had worried about first weekend box office for 'Mr. India', the film would never have been made. Neither Anil or Sridevi were big stars," he wrote, and credited Boney Kapoor for the success of the 1987 classic.

"The real star of Mr.India? Producer Boney Kapoor. Totally backed film despite being told how crazy and mad it was, no producer with guts now," he added.