At FICCI Frames Day 1, acclaimed filmmaker Shoojit Sircar—known for powerful films like Piku, October, and Sardar Udham—delivered more than just a panel talk. He delivered a reality check. In a candid and introspective address, he shared deep insights about the contrasting journeys of independent films versus mainstream populist cinema, and the urgent need to rethink how we distribute and showcase the former.
“There are many kinds of films,” Sircar began, “some we call independent films, and others are populist films with popular actors. Both work differently.”
Using the example of ‘Homebound’, a recent critically acclaimed film, Sircar praised how such stories—emotionally resonant, artistically strong—can still reach their audiences if backed by a smart distribution strategy. And that, he emphasized, is the real challenge. "You can’t just make a film and release it everywhere," he stated. "Because the problem is not about when the theatre is full… the problem is when the theatre is empty. That’s when it hits you."
Sircar shared personal anecdotes that illustrated how the audience for independent films has always existed—it just hasn’t always been effectively targeted. “In South Bombay, for example,” he explained, “it’s considered the intellectual part of Mumbai. And when I was growing up in Delhi, there was a theatre called Shakuntala, where world-class films were always screened. That hall was always full.”
These venues weren’t chosen by accident. They served a specific cultural and intellectual audience who sought something different, something thought-provoking. This is what Sircar calls "finding the pockets"—identifying the right geography and demographic for the right kind of film.
Shoojit Sircar’s message cuts through a common misconception: that a film’s release is a one-size-fits-all approach. “Independent films, what we sometimes call ‘out-of-the-box films’, cannot and should not be released blindly across all theatres.”
Instead, Sircar advocates for a smarter, data-driven, culturally sensitive release plan—especially now, when technology and digital platforms make audience mapping easier than ever before.
“Populist films backed by stars don’t face this issue,” Sircar remarked with a matter-of-fact tone. Commercial films with established stars already have a guaranteed marketing ecosystem. But for films that operate outside the mainstream formula, finding the right entry point becomes crucial.