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Are Influencers the New Cinema Stars or Just Marketing Tools?
For years, Bollywood—and many other industries—have been controlled by well-known last names. The star kids were always on top, appearing on posters and screens while the audience cried out for something new.
This current generation of viewers isn’t afraid to demand change. They desire new faces, genuine talent, and dramas that push past the usual celebrity conventions.
And just when it looked like the industry wasn’t paying attention, influencers started to emerge.
Social media influencers, with their millions of subscribers and trending posts, began to make waves beyond Instagram and YouTube.
From humorous skits to ranting videos, their fame couldn’t be overlooked. Casting directors and production companies soon took notice. Influencers began appearing in movies—sometimes as protagonists, usually as supporting characters, and nearly always in the movie’s publicity campaigns.
But here’s the question:
Are they cast based on their acting ability, or only because of their audience appeal?
Let’s be real. In most instances, influencers are not cast in a way that they can be showcased as talent actors. They’re rather hired to sell the movie.
They make appearances on trailers, go for press conferences, create BTS content, and bring their huge fan base to the theaters. When the movie finally comes out, though, they get minimal lines—or worse, are relegated to being comic relief or background chatter.
This is genius marketing on the part of the industry. They receive free buzz, social media activity, and a surefire younger demographic.
But for the influencer, it’s a mixed bag.
Their abilities are usually underutilized, and they’re not seen as serious actors. If the movie bombs, they’re faulted. If it’s a hit, they’re not necessarily given credit for it.
All that being said, not all influencer crossovers are superficial. There are some who have truly impressed in their performances and demonstrated that they’re more than an internet face. But the issue is the unevenness—with most being brought on as “audience bait” rather than as acting talent.
So is this trend good or bad?
The reality is in between. It’s a good chance for influencers to enter mainstream entertainment and for people to get to see new talent. But if the film industry keeps employing them solely as a marketing gimmick, then it’s a wasted chance—for cinema as well as for the creator.
Influencers can be great storytellers, not merely social media personalities. But to achieve that, they require more than air time—they require scripts that believe in their ability