Bollywood appears to be grappling with a quiet crisis of confidence, evident in recent marketing strategies and content choices. The film Maa was promoted with a “buy one, get one free” ticket offer, a move that may seem savvy on the surface but reflects a deeper anxiety about audience reception.
While such tactics aren’t unprecedented, their increasing frequency suggests that producers are hedging their bets, relying on short-term incentives rather than the strength of storytelling to bring audiences in.
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Beyond films, reality television is also reflecting a shift toward provocation over substance. Shows like Trollers thrive on orchestrated drama and controversy, often crossing ethical lines.
The spectacle of influencers engaging in staged fights or using abusive language for shock value indicates a troubling prioritization of attention over artistry. Such moments may trend online, but they contribute little to long-term credibility or audience respect.
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Compounding these issues is a growing distrust surrounding box office figures. Take Sitare Zameen Par, for instance—while officially said to have crossed ₹70 crore, insiders and trade analysts have raised doubts about these numbers.
Inflated earnings, sometimes bolstered by bulk corporate bookings, create a false narrative of success and mislead both audiences and investors. Together, these patterns reflect an industry that seems increasingly disconnected from its audience.
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Instead of evolving content and embracing authenticity, Bollywood often opts for gimmicks and noise. For sustainable growth and trust, the industry must re-centre itself on quality, creativity, and honest engagement with its viewers.
