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Vivek Agnihotri blames PR, selfies, and apathy for ‘killing’ Bollywood
Updated On: 10 November, 2025 02:53 PM IST | Mumbai | IANS
Vivek Agnihotri lashes out at Bollywood, claiming cinema isn’t dying but being “murdered” by PR, selfies, fake box-office numbers, and apathy. He also questions the industry’s lack of response to AI’s growing influence, urging artistes to protect imagination
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Vivek Agnihotri
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Director Vivek Agnihotri, who recently delivered the massive box-office debacle ‘The Bengal Files’, is reflecting on the collective failure of Bollywood as an industry. On Sunday, the director took to his Instagram, and shared a carousel post of AI-generated art. The template of the AI-creative was the film poster from a bygone era. In the pictures, he spoke about what has “killed” Bollywood.
The post read, “Who is killing Bollywood? Cinema isn’t dying, it’s being murdered. Cast: Paid PR, paparazzi, spotting, wedding dances, brand endorsements, Insta posts”. He then treaded into the territory of artificial intelligence and mulled over how Bollywood is handling the technology that AI offers. He wrote, “AI VS BOLLYWOOD? OTTs/studios are testing Al-generated Ramayana, mahabharat, Al films. Teenagers are hosting Al film festivals. While Bollywood makes selfies”.
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