Alia Bhatt said that no amount of promotions can save a bad film from tanking at the box office, and also emphasised on the importance of integrity when it comes to media visibility.
When we talk about films, it’s not just restricted to acting and the technical aspects of filmmaking. Once the final edit of the film is ready for release, there is an equal importance given to media appearances, promotional tours, and advertising campaigns to make sure that the audience is aware of what’s in store for them. Besides that PR also plays an important role in creating a buzz, shaping narratives and forging connections with the audience.
However, actress Alia Bhatt believes that no amount of PR can salvage a bad film. In an interview with Tried & Refused Productions, the ‘Gangubai Kathiawadi’ star said that she feels PR is one of the words that has been overused and abused with time.
While emphasizing on how PR shouldn’t be fabricating truths, Alia said, “I feel it (PR) is not a bad thing, if you are in the media world, to amplify some facts about your life or something you’re doing. Where it becomes weird is when you start getting toxic, negative and lying about things. That’s when you as a person need to kind of step back and be like ‘Listen, don’t spread lies now’.”
She continued, “If you tell a lie 100 times it is not going to be a truth. A lie is always going to be a lie. But I also feel that there is no need to judge someone randomly if they are doing something for their life and work to move ahead, as long as it’s in good taste and not bringing another person down.”
The ‘Brahmastra’ actress also said that PR cannot save a bad film, and if a film works, the entire credit can’t be given to promotions either.
She opined, “You can’t save a bad film with PR; you can’t save a film that hasn’t worked with PR. So, if it works, you can’t say it’s because of PR. That’s the key difference—draw the line and try to understand.”
On the work front, Alia Bhatt is currently busy with the promotions of her upcoming film, Jigra, co-starring Vedang Raina. She also already begun shooting for YRF’s spy thriller, Alpha which also features Sharvari.
