Filmmaker Sanjay Gupta has shared his ideas on the evolving panorama of movie promotion, stating that promotional music movies are actually largely outdated. The director, who was one of many pioneers of particular music movies to market his movies, expressed his views in a two-part tweet on September 20, 2025.
Sanjay Gupta SLAMS fashionable movie advertising and marketing gimmicks; calls promotional music movies “factor of the previous”
In his first tweet, Gupta wrote, “I used to be most likely the primary Producer/Director to shoot particular music movies to advertise my movies. However these have been totally different instances. We solely had movie and music channels to advertise. Immediately, I really feel that is a factor of the previous. The viewers received’t get impressed with a flashy video.”
He adopted up with a second tweet, reinforcing his stance: “We have to settle for that simply the way in which visits to malls make no distinction to a movie’s opening, music movies—nonetheless attractive and interesting—is not going to compel the viewers to go to the theatre. The one draw is the distinctiveness of your trailer and its join. RIP promotional video.”
Gupta has usually been vocal about movie promotions, emphasising {that a} film’s core parts—its trailer, story, and total attraction—are what actually entice audiences, reasonably than extravagant advertising and marketing gimmicks.
Reflecting on his earlier feedback after the discharge of Saiyaara, Gupta praised the choice to restrict the lead actors’ appearances in pre-release interviews, podcasts, and promotions. On his X account, he wrote: “So whoever determined at YRF to maintain the lead pair of Saiyaara away from all pre-release interviews, appearances, and podcasts is a genius. They preserved the freshness solely for the large display. And take a look at the way it’s labored.”
He criticised what he described because the corporatisation of movie advertising and marketing, including: “Movie enterprise was operating easily. Then corporates got here and tried to rewrite the principles of the sport. They screwed up. Large time!!! One in every of their greatest screw-ups was P&A (Print & Promoting). It was purely to loot producers. Corporates left, and producers proceed the silly pattern of promotions.”
Gupta additionally pointed to the South Indian movie business as a mannequin: “The South by no means adopted the dumb P&A observe. They did simply fantastic. Greater than fantastic. After which come movies like twelfth Fail and Saiyaara, straight to theatres—smash hits with no PR nonsense. Can we please be taught our lesson?”
Additionally Learn: 20 Years of Musafir EXCLUSIVE: Sanjay Gupta reveals Sanjay Dutt had hearty chuckle when Oliver Stone praised his position of Billa and left Anil Kapoor shocked; opens up on light-hearted dig at Sholay: “I didn’t imply any disrespect. I can by no means try this”
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