Shahid Kapoor Critiques Bollywood : Industry Isn’t Making Enough Good Films

Bollywood actor Shahid Kapoor has voiced concern over the current state of Hindi cinema, saying the industry is falling short when it comes to making genuinely good films and is relying too heavily on “manufactured” marketing. The actor shared his views during a recent conversation with Prakhar Gupta on the latter’s YouTube channel, while promoting his upcoming film O Romeo.

‘We Are Not Making As Many Good Films As We Should’

Reflecting on the challenges facing Bollywood, Shahid said the industry often blames shrinking audience attention spans but fails to introspect enough. According to him, the problem is two-fold.

“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,” he said. “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.”

He stressed that audiences still value the theatrical experience, but filmmakers need to deliver stronger, more meaningful content to keep them engaged.

Shahid Kapoor on ‘Manufactured’ Marketing in Cinema

Shahid also spoke at length about what he described as excessive and artificial marketing in the film industry. While acknowledging that promotions are necessary, he questioned where the line should be drawn.

“People don’t understand, but it’s a miracle of life — that a room full of people is actually clapping, whistling and acknowledging you,” he said. “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.”

He added that marketing decisions should be guided by personal ethics rather than purely by business considerations. “If you are seeking something authentic, human, spontaneous, then you should let it happen. Don’t try to control it,” Shahid noted.

Call for Authentic Storytelling

According to the actor, over-controlling narratives and chasing trends often dilute the emotional core of films. He urged filmmakers to return to honest storytelling instead of allowing promotional strategies to overshadow the soul of a project. Shahid believes that strong content can connect with audiences without the need for excessive hype.

About O Romeo

Shahid Kapoor will next be seen in O Romeo, written and directed by Vishal Bhardwaj. The action thriller is inspired by true events and is based on Hussain Zaidi’s book Mafia Queens of Mumbai. The film stars Shahid Kapoor and Triptii Dimri in the lead roles and features an ensemble cast including Nana Patekar, Avinash Tiwary, Vikrant Massey, Farida Jalal, Tamannaah Bhatia and Disha Patani.

Produced by Sajid Nadiadwala under Nadiadwala Grandson Entertainment, O Romeo marks Shahid’s fourth collaboration with Vishal Bhardwaj after Kaminey, Haider and Rangoon. The film is scheduled for a theatrical release on February 13.

Shahid Kapoor’s Recent Work

Apart from O Romeo, Shahid recently wrapped up shooting for Cocktail 2, directed by Homi Adajania. The film also stars Rashmika Mandanna and Kriti Sanon, with its release date yet to be announced.