Filmmaker R Balki says it is wrong to approach movies with an intention to bring about a social change and one should rather slip in a message in films packaged with entertainment.
“I firmly believe the moment you start treating movies (as a means) to create social messages, it’s wrong.
“Movies are first for entertainment. You should use the power of entertainment to communicate social messages,” Balki said on Thursday at United Nations World Food Programme event at Facebook headquarters, where the new cinema advertisement campaign “Feed our Future” was launched.
The “Padman” director said if the audience gets a socially relevant take away while also being entertained, it’s a job well done.
“Sometimes the nobility of the cause overpowers the very reason people come to see movies- which is entertainment. In the process, if they (audience) are sensitised to something, then good. That’s the way I use the power of movies and never to thrust a message upon people. Cinema’s power is entertainment.”
The 60-second cinema advertisement will run in over 30 countries starting in September. The campaign is in association with Sawa and UFO Moviez.