Ektaa Kapoor SLAMS Bollywood’s Obsession with BO Numbers: "Movie Making, Content Creation is Not Business"

Renowned producer Ektaa Kapoor recently took to social media to express her frustration with the current state of the Indian entertainment industry. In a series of bold Instagram stories, she addressed the criticism Indian content faces compared to international productions, the audience's evolving preferences, and the corporate-driven nature of content creation.

Kapoor began by questioning why Indian content is often seen as inferior to internationally acclaimed TV series and films. She wrote, “When Indian creators cry that Indian content is not at par with internationally acclaimed TV series n films… I wonder if it [is] ego, anger, or just misplaced accusations.” This statement highlighted the ongoing debate about whether Bollywood truly lags behind global standards or if these claims stem from frustration within the industry.

She then turned her attention to the audience's role in determining a film's success, referencing films like Superboys of Malegaon and Hansal Mehta’s The Buckingham Murders, which did not perform well in theaters. Kapoor questioned, “Can we blame the real culprits—the ‘audiences’? And since it’s no fun blaming people in such abstract terms… let’s just say the major part of India is in its evolutionary stage as far as content is concerned! You can say it’s in its adolescence.” Her statement suggested that Indian viewers are still developing their taste for unconventional cinema, which may explain why certain films struggle at the box office.

However, Kapoor’s most striking comments were about the corporate-driven nature of Bollywood. She criticized studios and streaming platforms for prioritizing profits over creative storytelling. She called it “terrible” that entertainment is treated purely as an industry, stressing that “movie making, content creation is not a business. It’s an art.”

Creators, I urge you to fight the system, these money-hungry, corporate studios and apps only think of money (me included) and numbers!!!!

- Ektaa Kapoor

Encouraging filmmakers to take control, she offered a direct solution: “I urge creators to put their own money—problem solved!” Her message suggested that instead of relying on big studios, artists should invest in their projects to maintain creative freedom.

Kapoor’s outspoken stance has sparked discussions in Bollywood. Her views align with Anurag Kashyap’s recent criticism of the industry’s obsession with unrealistic box office numbers. By calling out the system, she has reignited the debate on whether cinema should be driven by creativity or commercial success.