Ministry of Information & Broadcasting
Panel Discussion at 55th IFFI on ‘Blurring Boundaries: How Public Relation (PR) Shapes Modern Film Reception’
“Cinema, like life, thrives on authenticity; PR should be a tool for magnifying truth, not distorting it”: Ravi Kottarakkara
“The weaponization of PR reflects a deeper societal shift, where perception often overpowers reality in determining value”: Shankar Ramakrishnan
“The essence of PR lies not in creating false narratives but in fostering meaningful connections that allow the truth of cinema to shine”: Himesh Mankad
“Audiences decide, not PR-driven narratives:” Himesh Mankad
#IFFIWood, 27 November 2024
In an insightful session titled "Blurring the Lines Between Truth and Perception in Cinema," the 55th International Film Festival of India brought together industry experts to discuss the evolving role of public relations (PR), audience perception, and cinematic authenticity. Moderated by acclaimed filmmaker and producer Jayaprad Desai, the panel featured distinguished film producer and President of the Film Federation of India, Ravi Kottarakkara; renowned filmmaker Shankar Ramakrishnan; and veteran film journalist Himesh Mankad.
The discourse centered on the transformative role of PR in shaping the film industry's landscape, particularly in an era dominated by social media and instantaneous audience feedback. It was observed that the lines between truth and perception have increasingly blurred as promotional strategies often overshadow the essence of cinema, focusing more on the constructed image rather than the content itself.
Himesh Mankad highlighted how PR, once focused on building relationships, has shifted towards manipulation. He noted, “Films are often portrayed more favorably through strategic campaigns, misleading the audience and eroding credibility.” He emphasized the importance of authenticity, stating, “Audiences remain the ultimate judges of a film’s success, regardless of PR-driven narratives.”
Ravi Kottarakkara highlighted the growing influence of digital platforms, where reviews and influencer opinions can make or break a film quickly. He stated, “Even a strong film can falter due to premature, misguided reviews.” He also pointed out how OTT platforms manipulate preferences, noting, “Curated ‘top 10’ lists are often driven by internal priorities, not actual viewer trends.”
Shankar Ramakrishnan shared insights from the Kerala film industry, emphasizing the role of cultural sensitivity and social media in shaping film reception. He noted that PR can elevate lesser-known films but also be weaponized against competitors, stating, “In some cases, PR feels less about promotion and more about survival in a fiercely competitive landscape.”
The panelists collectively agreed that while PR is an essential tool, its misuse can erode the credibility of the film industry. Ethical practices were advocated in the session to ensure that PR supports, rather than undermines, the artistry of cinema. As Jayaprad Desai concluded, “PR is a double-edged sword. While it can amplify a film’s reach, overhyping risks a credibility crisis, undermining the trust between filmmakers and audiences.”
The session provided diverse perspectives on the need for a balance between effective PR and authentic storytelling. The panelists envisioned a future where ethical PR helps align perception with reality, fostering a transparent and trusting relationship with audiences
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PIB IFFI CAST AND CREW | Rajith/Athira/Ashwani/Darshana | IFFI 55 - 104
(Release ID: 2078079)
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