Films like Bhaag Beanie Bhaag with Dolly Singh, Jugg Jugg Jiyo with Prajakta Kohli, Thank you for Coming with Kusha Kapila, and others are proof that there has been an apparent increase of social media influencers and content creators shifting into the film industry in recent years. We seldom ever see them taking the initiative or contributing significantly to the effort, though. The trend begs numerous questions: Are they being employed only to assist in the film’s promotion, or is the business neglecting to utilise their full potential?
Manoj Ramola, a casting director, says that while some filmmakers approach him for influencers, most of them merely want them for their movies’ profit.
“However, this approach hasn’t turned out to be successful. You can cast them in music videos, talk shows and comedy shows, without paying much attention to their acting skills because wo sab unke appearance se hi hit hote hai. But when it comes to projects where performances matter, they can’t play bigger roles. For example, Bassi was cast in Tu Jhooti…, but he was seen doing what he is known for. You won’t see depth in his acting. And people liked him in it because they expect that from him,” he elucidated.
It is because simply an influencer cannot run films like a one man army. “People would never go to cinema to watch a film because their favourite influencer is part of the project. So it does not translate into good numbers. Theatre mein bss ya toh actor chalta hai ya wo jisme charisma hai. Films ki expectations bilkul alag hoti hain,” he added.
The director of the television programme Mismatched, Akarsh Khurana, admits that hiring influencers based on their fan base occurs in the business. “I find it a very short-sighted approach. But to each their own. I am not a fan of this thought process because I feel there is no formula to guarantee good numbers. Moreover, people who follow these influencers want to see them doing the same thing that they do on social media. And if they can watch it already on the social media account, why would they go and watch them doing the same in the films. She was selected purely on the basis of her audition. Even the casting director did not know. It was only later when we started preparing for shoot, I suggested using her decent following for marketing the film.”
Youtuber Sahil Khatter, who played a role in 83, acknowledges that influencers and creators of digital content contribute their reach to a project when they are cast in it. It facilitates marketing. But he adds that it is impossible to avoid the query of whether or not such people are also capable of acting. “If you are entering the acting world, you really should know the craft, and ones who know they are getting their chances. There are influencers leading projects as well. Like I did, like Prajakta Kohli did,” he averred.
“Moreover, it does take time to get better and bigger roles because not everyone is a director’s daughter or a hero’s brother. I took two smaller roles in projects to finally lead and that’s a natural process,” he adds.
Srishti Dixit, an influencer, has no issues with influencers being given minor roles. “For people like me, who has no connection in the industry, getting any kind of acting role is huge deal and I don’t feel entitled or think that I am ready to lead projects. It’s just the start for me and I am taking a path that’s very new to me. All I can do is give my best and make my role memorable. But I am well aware that can’t make a film or a web series hit. In fact, it would give me anxiety to know that the entire project is shouldered on me because I am also a novice. I am happy doing smaller parts, learning from people around and slowly growing,” added Dixit, who was recently casted in The Great Indian Wedding
