Nikkhil argues that this is not about creativity anymore. This is a marketing war, and the winner is whoever has the biggest budget! Once the PR-created success stories started to take off, the authentic storytellers were left scratching their heads trying to get anyone to notice them, let alone remember them.
It’s not that they have become cynical, but they have figured it out. Maybe they are a little tired. After being sold “ones-in-a-lifetime” experiences every Friday only to come out confused or half-asleep, who wouldn’t stop trusting the system?
A big part of the shift is that the audience externalizes the trust they used to carry to directors and placed it onto the actors. Big-shot directors like Anurag Kashyap or Zoya Akhtar have lost the currency they once had. They now say things like, “Tell me who’s acting in it, not who directed it.”
The real stars of today are certainly not riding the wagon of some director variation stumbling in 100 ten-hour days in a crawl space (sorry, Boogie!). They are 20-somethings with no acting training recording “reaction videos” in their cars proclaiming a blockbuster within 30 seconds. These are the new gatekeepers of fame; for Nikkhil it is a bitter pill to swallow.
Sincere Anger or Hidden Shade?
Is Nikkhil Advani being brutally truthful regarding a poisonous trend, or is this a typical case of old guard versus new wave?
Regardless, his words sting because they have some uncomfortable truth. If everything is bought and paid for—from shining reviews to viral praise—what’s left for the real artists?
So next time a film trailer is released with a thousand fire emojis and influencer reactions, maybe think about pausing before pre-booking that ticket. Because behind all the digital sparkle there’s someone like Nikkhil probably shouting from the sidelines: “It’s all fake bro!”.
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