Shahid Kapoor Criticises Bollywood’s Quality, Says ‘Too Much Manufactured Marketing’ Hurts Cinema

Veteran Bollywood actor Shahid Kapoor has stirred discussion in the Hindi film industry by criticising the current trend of filmmaking and marketing, saying that Bollywood isn’t producing enough “good films” and that excessive manufactured marketing is undermining the art of cinema. He voiced these comments during a recent conversation on YouTube as part of the promotional run-up to his upcoming film O’ Romeo.

Kapoor observed that while audiences today may seem to have shorter attention spans and crave quicker stimulation, the issue isn’t solely about changing viewer behaviour — filmmakers themselves are partly responsible when they prioritise hype and box-office numbers over meaningful content. He argued that when promotion crosses the line into artificial buzz, it damages the authenticity and emotional connection that makes cinema special.

“What makes cinema beautiful is genuine audience reaction — a real audience clapping and cheering,” Shahid said, emphasising that when responses are manufactured or overstated, the purity of the art form gets diluted. He stressed that while marketing is a necessary part of film promotion, it should not overshadow storytelling and authentic engagement with viewers.

Kapoor also pointed out that both audiences and creators are caught in a cycle: viewers seek constant stimulation, while creators sometimes chase trends or data-driven tactics rather than focusing on human, spontaneous storytelling. This, he said, contributes to a film landscape where quality takes a back seat to commercialism.

His remarks underscore a wider debate within the industry about cinematic quality versus business priorities, a topic that has caught attention among filmmakers, critics and audiences alike as Bollywood continues to navigate changing tastes and competitive pressures.