A film’s success depends on several factors: from casting and storyline to budget and promotion. Yet, there is no guaranteed formula to predict which film will strike a chord with audiences. The relationship
between viewers and cinema is deeply interconnected; when a film resonates with audiences, repeat viewings and strong word-of-mouth often become its biggest promotional tools.
However, in recent years, audience behaviour has noticeably shifted. Doomscrolling and shorter attention spans have sparked debates about whether people still have the patience for long-form entertainment. Many even argue that this change is one of the reasons
Bollywood is witnessing a slump, with audiences seemingly less inclined to step into theatres.
Amid this ongoing discussion, Bollywood actor Shahid Kapoor weighed in on the issue. Ahead of the release of his upcoming film
O’ Romeo, the actor shared his perspective, noting that the film industry’s current challenges cannot be blamed solely on “low attention spans.” Here’s what he had to say.
Shahid Kapoor Explains Why Indian Films Are Struggling At The Box Office
In a conversation with Prakhar Gupta on his YouTube channel, he said, “See, the candle is burning from both ends. The audience is losing patience; their minds can’t focus. They need stimulation, they need breaks, because it’s a dopamine hit. The creators are
doing the same to themselves, so when they try to focus and work, their ability to create is compromised. It’s not that the audience doesn’t want to watch films; it’s also that we are not making as many good films as we should. So it’s a two-way process.”
Shahid also shared his thoughts on another long-standing issue troubling the industry: manufactured marketing. He explained, “People don’t understand, but it’s a miracle of life. That a room full of people is actually clapping, whistling, and acknowledging
you, giving you status above their own, it’s a very beautiful thing. That’s why art is special. But when that purity starts to be disrupted and something manufactured comes into it, it no longer feels the same.”
Reflecting on the fine balance between promotion and integrity, Shahid reflected on how marketing can sometimes blur ethical boundaries in the pursuit of numbers and visibility. He added, “Marketing is something everyone has to do, you have to do it, I have
to do it. But when does marketing cross the line between right and wrong? How much is too much? That really comes from your own sense of morality. If you’re choosing to work from that place, it’s different. But if you’re only working for business and numbers,
then that’s just business and numbers, and that’s your experience of life.” On authenticity in art, Shahid said, “If you are seeking something authentic, human, spontaneous, then you should let it happen. Don’t try to control it.”
What’s Next for Shahid Kapoor?
On the work front, Shahid Kapoor has an exciting lineup ahead. His upcoming film
O’ Romeo is slated for release on February 13, 2026, and features an ensemble cast including Tripti Dimri, Nana Patekar, Avinash Tiwary, Tamannaah Bhatia, Disha Patani, and Vikrant Massey, among others.
He is also set to star alongside Rashmika Mandanna and Kriti Sanon in Cocktail 2.
