For years, producers have faced immense pressure from heroes. These stars dictate how publicity should be handled, how many high-budget posters should be displayed, and how box office records should be announced.
Producers comply with these demands to maintain their market presence—and this practice continues even today.
Now, however, directors have also joined the fray.
The silent competition among young directors has intensified. They are eager to capitalize on future opportunities and establish their names in the industry.
As a result, they are aggressively promoting their films, determined to declare them blockbusters at any cost.
Whether a film is average, a moderate hit, or struggles to break even—whether the producer has to cover GST or faces losses—these young directors remain indifferent.
They pressure producers to release blockbuster posters and claim that the film has been highly profitable for distributors.
This trend has been growing over the past two to three years. Even when substantial amounts are invested in production, producers are forced to repeat the same narrative.
While some young directors manage to deliver hits, there is often no real return on investment—just break-even figures here and there. If a film underperforms, the financial burden falls entirely on the producer.
Despite this, producers are compelled to release exaggerated posters and statements under the directors' pressure.
Fans eagerly embrace these claims, and later, directors boast in interviews about their film’s so-called profitability, citing the producer's statements.
This trend has firmly taken root and shows no signs of slowing down in the years to come.
