Filmmaker Sanjay Gupta has actually shared his ideas on the developing landscape of movie promo, specifying that advertising video are now mostly out-of-date. The director, who was among the leaders of unique video to market his movies, revealed his views in a two-part tweet on September 20, 2025.
Sanjay Gupta SLAMS modern-day movie marketing tricks; calls advertising video”distant memory”
In his very first tweet, Gupta composed, “I was probably the first Producer/Director to shoot special music videos to promote my films. But those were different times. We only had film and music channels to promote. Today, I feel that’s a thing of the past. The audience won’t get impressed with a flashy video.”
He followed up with a 2nd tweet, enhancing his position: “We need to accept that just the way visits to malls make no difference to a film’s opening, music videos—however sexy and appealing—will not compel the audience to go to the theatre. The only draw is the uniqueness of your trailer and its connect. RIP promotional video.”
Gupta has actually typically been singing about movie promos, stressing that a motion picture’s core components– its trailer, story, and general appeal– are what really bring in audiences, instead of elegant marketing tricks.
Assessing his earlier remarks after the release of SaiyaaraGupta applauded the choice to restrict the lead stars’ looks in pre-release interviews, podcasts, and promos. On his X account, he composed: “So whoever decided at YRF to keep the lead pair of Saiyaara away from all pre-release interviews, appearances, and podcasts is a genius. They preserved the freshness exclusively for the big screen. And look at how it’s worked.”
He criticised what he referred to as the corporatisation of movie marketing, including: “Film business was running smoothly. Then corporates came and tried to rewrite the rules of the game. They screwed up. Big time!!! One of their biggest screw-ups was P&A (Print & Advertising). It was purely to loot producers. Corporates left, and producers continue the stupid trend of promotions.”
Gupta likewise indicated the South Indian movie market as a design: “The South never followed the dumb P&A practice. They did just fine. More than fine. And then come films like 12th Fail and Saiyaara, straight to theatres—smash hits with no PR nonsense. Can we please learn our lesson?”
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