KGAF 2026: Sanjay Suri SLAMS aggressive marketing tactics: “On the day of release, poster claiming film is a hit are plastered all over…humne apne pair pe khud kulhaadi maari hai” 2026 : Bollywood News

The screening of the much-loved Jhankaar Beats (2003) was held on February 6 as part of the Kala Ghoda Arts Festival. After the screening, director Sujoy Ghosh and actors Sanjay Suri and Shayan Munshi went down memory lane and spoke about the film and their memories. The session was moderated by Rangita Pritish Nandy, who was the producer of Jhankaar Beats and she, too, shared her experiences. Sanjay gave an in-depth answer about how cinema has changed and whether a film like Jhankaar Beats is possible in today’s times.

KGAF 2026: Sanjay Suri SLAMS aggressive marketing tactics: “On the day of release, poster claiming film is a hit are plastered all over…humne apne pair pe khud kulhaadi maari hai”Sanjay Suri started by saying, “Art has become a service provider to data companies. Today, if you want to make Jhankaar Beats, you’ll have to pitch it and for that, you’ll need a Bible, mood board, referencing left right and centre, etc. You’ll also need names. I was not a (famous) name then. This was my third film then. Juhi Chawla and Rahul Bose had a name, though at that time.”

He continued, “Today, it’s easier as you can make films on your phones. Yet, things seem tougher. Art will not truly happen if it’s commissioned. You cannot tell a writer what to write just like you can’t tell a painter what to paint. An artist will paint. A writer will write. The director will make what he wants to make, but because this is one of the most expensive art forms, there are co-dependencies.”

Sanjay Suri added, “We have imbibed from Hollywood the concept of opening weekend, lifetime business, etc. We grew up in a time when films used to grow slowly. The second week was better than the first. Moreover, what has changed is the whole style of marketing. Also, now makers open as wide as possible, in 4000 screens or so. By Sunday, posters are plastered all over the city with the words ‘Hit’ written in bold. At times, such posters are put up even on Friday! Hum logon ne apne pair pe khud kulhaadi maari hai.”

He ended his answer by saying, “I don’t have a Rs. 100-crore film, but I have a 25-year-long career. Jhankaar Beats is shown 23 years later. I haven’t seen any two-decade-old mainstream film with huge box office numbers being screened here.” There were claps from the audience at this point.

Sanjay Suri also added on what has changed since Jhankaar Beats released, “One photographer, whose name I can’t remember, said, ’10 years later, the most photographed generation will not have a photograph to print’! Even today, when I am asked to show my kids’ photograph, I will start scrolling on my phone (smiles).”

Also Read: KGAF 2026: Sanjay Suri says Jhankaar Beats can’t be made today: “Legal team would first read the script…you can’t talk about condoms so openly”

More Pages: Jhankaar Beats Box Office Collection , Jhankaar Beats Movie Review

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