.Producer Ektaa Kapoor recently addressed the underperformance of critically acclaimed films like Superboys of Malegaon and The Buckingham Murders at the box office. In a series of Instagram stories, she suggested that the audience’s evolving tastes might be a factor in these films’ commercial failures. Kapoor remarked that blaming the audience is unproductive and that a significant portion of India is still developing in terms of content appreciation, likening it to being in its “adolescence.”
She further urged content creators to invest their own money into projects, criticizing corporate studios and streaming platforms for prioritizing profits over artistic value. Kapoor emphasized that “movie-making and content creation is not a business; it’s an art,” and encouraged creators to take financial risks to support genuine artistry.
These comments have sparked discussions within the industry, with some agreeing that audience preferences play a role in a film’s success, while others believe that content quality and marketing strategies are equally important factors.
