<ul><li>In a <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword> special episode of Influencer Adda, we talk to <keyword id="2465534" type="PERSON" weightage="20" keywordseo="sushant-divgikar">Sushant Divgikar</keyword> aka Rani Ko-He-Neur.</li><li>They are an LGBTQIA+ activist, a psychologist, one of the most beloved drag queens in the world and an amazing singer.</li><li>Sushant talks to us about their journey in the entertainment industry and social media world so far, how brands can move beyond tokenism, building an inclusive culture inside the organisations and using social media to make drag a more accessible and respected art form in India.</li></ul>Actor, psychologist, LGBTQIA+ activist, <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> Content Creator, one of the most beloved drag queens in the world and an amazing singer -- Sushant Divgikar clearly wears many hats. Even though they have pretty much tried everything, Sushant still feels that they have a long way to go and many new areas yet to explore. <div type="Video" msid="83943614" hostid="261" title="Sushant Divgikar on how can brands lead the pride movement and be better allies" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=83943614"></div> They started their journey 15 years ago by starring in a car advertisement as a model that was about inclusion in different careers, then did an advertisement with Abhishek Bacchan for Idea and their most recent short film was with <a href="https://youtu.be/L1u-ol6SK0o">Netflix</a>. It was after 20-25 advertisements that Sushant got a call to star in a television show and the rest is history. Today, Sushant Divgikar has 1.1 million followers on Instagram. <div type="image" title="sushant divgikar in Idea" msid="83926024" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Beginning of Sushant’s career: struggles and silver linings" text="Beginning of Sushant’s career: struggles and silver linings">Beginning of Sushant’s career: struggles and silver linings</cmsannotation> After their MA in psychology, Sushant wanted to be a psychologist but TV opened up a different line of career for them. Sushant took us back to the day when they started working. “Back then, not a lot of people were out of the closet. I didn’t go to the auditions saying that I am gay or non-binary. I went to these auditions as an artist. There were people who were accepting of this, who judged on the basis of the role -- whether the person auditioning fits the role and it didn’t matter to them what gender they are or what’s their colour. At the same time, there were people who were severely homophobic and transphobic. They said things that would get them cancelled today but back then, it was a norm to make fun of marginalized communities. So today, when I see representation improving, it really warms my heart,” shares Sushant. But it wasn’t always easy for Sushant to find roles that they wanted to do. They weren’t offered good scripts with real work that represented the queer community as it truly is. Sushant told us about their first horrible audition. “Brands now think 'I am not too gay or too non-binary' to sell their products. In my first audition, I walked into the room and I was told 'Oh no no, we don’t need you. You are too gay for this.' It was for a toothpaste brand. What do you mean too gay for this role? I might be gay but even gay people brush their teeth and I have beautiful teeth. Product and the artist shouldn’t have a gender associated with it. So, are you telling me that there is a special transgender toothpaste that I should use? Or do you drink straight coffee? But people have started understanding it and they are evolving every day.” “I am still using that product after 16 years,” confessed Sushant with a chuckle. Sushant believes that social media platforms such as Instagram, YouTube and Facebook have played a huge role in helping people across the spectrum voice their opinions. Highlighting how social media is a silver lining for queer folks, they added, “It is so beautiful that we have the power of social media today; there are so many queer people who have the power of creation, which we didn’t have when we were 16. Today, young queer artists and people have the power to put their content out there for the world to see. So of course, times have changed, technology has advanced and society is constantly changing. Things can only get better from here.” Sushant told us that they now wish they hadn’t done a few TV projects when they started out. They wanted to use this platform to apologise to those who were affected by the content of a judging TV reality show they were a part of. “Let me take this opportunity to apologise for doing content when I was younger. I didn’t have a choice, I got sh*tty scripts but I had to take up at least one show a year to pay my bills. For queer people, we didn’t have scripts at all that respected us or normalised the conversation -- they only sensationalised it. We were in the background then, we were clapping or begging or cast as sex workers. These were the roles I got. I always asked that there so many transgender people who are lawyers, doctors, engineers; Why don’t we show their journeys? I had done a show where I was judging people for what they were wearing. So I feel sorry about that. But today if I get a script like that, I will tear it and throw it in their face,” says Sushant. <cmsannotation type="cmsannotation" annotationid="Making drag more accessible" text="Making drag more accessible">Making drag more accessible</cmsannotation> Sushant’s drag alter-ego Rani Ko-He-Neur, is trying to make drag a more accessible and respected art form in India. She is training young drag queens, kings and artists and using modern tools to spread awareness. Rani Ko-He-Neur was officially born in a club called Kitty Su and got her first break in a singing television show in 2018. She lives by RuPaul’s words, “We are all born naked and the rest is drag.” <div type="Youtube" id="I35OkBVrGmw" title="Rani Ko-he-noor - Sushant Divgikar performs at Kitty Su" thumbUrl="https://i.ytimg.com/vi/I35OkBVrGmw/mqdefault.jpg"></div> Telling us about why drag needs more acceptance in India, Sushant says, “When I look at newer artists and performers, I don’t see their gender. I just see their talent. Drag has a very big cultural reference in our mythology and heritage. We haven’t given it as much importance because whatever challenged gender stereotypes, heteronormative outline of society, patriarchy and toxic masculinity, we brushed a lot of that under the carpet. At the end of the day, if you brush so many things under the carpet, it would become tough for you to walk on that carpet. So, I wanted to change all these notions. Through drag, I wanted people to understand that there are so many intersexualities in gender. I use platforms like Instagram, print, television, film to help people understand there is not only ‘male and female’ and art has no gender. We shouldn’t comparmalitise art by saying that ‘a woman shouldn’t do martial arts and men shouldn’t do Bharatnatyam.’ So, I wanted to challenge that. Drag in India is also a very big political statement because it challenges people to realise that you have sidelined an entire community of crores of people.” <cmsannotation type="cmsannotation" annotationid="Queer representation in advertising and marketing" text="Queer representation in advertising and marketing">Queer representation in advertising and marketing</cmsannotation> Pride month is coming to an end and brands this year have been rather quiet. The conversation was limited to social media, we are yet to talk about equal LGBTQIA+ rights on traditional platforms such as television or out-of-home. Even on social media, it is more about jumping on a trend, changing logos or the most ‘woke’ act you can expect from a brand today is to launch a limited edition merchandise for queer folks. Only a few brands try to move beyond this tokenism. Sushant has played an active role in educating people around them and especially in the marketing industry, one campaign at a time. On how brands can be true allies, Sushant tells us, “I really believe that these people who pink-wash or rainbow-wash, should really go see the ground level work that people are doing. If you are not a part of that change or revolution, then please take your marketing strategies and sit on it. We are not interested. We don’t need you to say that you will create a rainbow filter for us. We need you to walk the talk and be good allies. You should treat people with respect, give them equal playing grounds, equality in payments, equity at the workplace and then you can put a rainbow filter. But if you put a rainbow filter and expect us to give you our money, I don’t wanna buy all this sh*t.” Advertising industry is also infamous for perpetuating stereotypes and furthering sexist ideologies to some extent. Several artists have spoken against straight actors playing LGBTQIA+ roles in the industry. There are still cis-gender, heternormative people playing queer in ads and then most of these ads are made by cis-het men. “It wasn’t until OTT platforms entered into our country that we spoke about superficial work in Bollywood. So many directors and artists got a platform to show their authentic artistry, which was not fabricated. Times are changing but we have perpetuated these stereotypes, made fun of transgender people and celebrated songs that say ‘ye tangdi kabab hai’ in Bollywood. We have celebrated abuse. So let’s start by asking these questions to ourselves. Till we don’t revolt and say stop with this dirty content because we don’t deserve it, we don’t need it and we are not here for it -- till we put our foot down as consumers and stash it, we will have to keep watching stupid cinema,” says Sushant. For them, Vicks’ ad starring Gauri Sawant is that piece of work that got everything right. Sushant is now eyeing to work with Zoya Akhtar and Vidya Balan. While they have developed a screening process by now and can afford to say no to problematic ads, Sushant is open to working with small brands and artists as well. “I just wanna work. I don’t care about how big the brand is, as long as their messaging is clear, doesn’t harm anyone in any way, aligns with what I believe in, then I am working for you. It could be Rs 10,000 or 10 lakh, I am open to working with you,” tells Sushant. Sushant also gave a beautiful piece of advice to young artists on Instagram and other social media platforms. “Do what you want to do, with all your heart and conviction because when you put your soul in it -- it will surely be a masterpiece. If somebody gives you constructive criticism, it is your choice whether to take it or not. Even if you ask for it, they will only give an ‘opinion.’ That opinion shouldn’t be the narrative of your reality. You have to write your reality. Just go ahead with your purity and authenticity of your content, take that plunge and just fly. The world is such a big place, don’t restrict yourself,” says Sushant. <div type="Article" hostid="261" msid="83404425" title="Ranveer Allahbadia on finding his true calling, learning from his mistakes and goal to collaborate with Virat Kohli" mstype="2" mssubtype="0"></div>

Sushant Divgikar on how can brands lead the pride movement and be better allies

<img class="gwt-Image" src="/photo/33822468.cms" /> Cleaning up the ‘System’ might be <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword>’s latest passion, but it reverts to stereotypes all too soon and the art of conveying a pertinent message becomes an imperfect endeavour. The saga started with <a href="http://www.businessinsider.in/Box-Office-Queen-OutshinesGulaab-Gang-Total-Siyapaa-Tanks/articleshow/31848837.cms">Gulaab Gang</a>, continued through <a href="http://www.businessinsider.in/Box-Office-Youngistaan-Falls-FlatDishkiyaoon-O-Teri-Are-Clear-Flops/articleshow/33127458.cms">Youngistaan</a> and climaxed with superstar <keyword id="6357912" type="PERSON" weightage="100" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> returning with the much-hyped <keyword id="828468" type="UNKNOWN" weightage="100" keywordseo="Supernatural">supernatural</keyword> comedy sequel, <keyword id="1906261" type="UNKNOWN" weightage="100" keywordseo="Bhoothnath-Returns">Bhoothnath Returns</keyword>. This time, we have an adorable 70-plus ghost trying to set things right for the <keyword id="6361831" type="COMPANY" weightage="100" keywordseo="dharavi">Dharavi</keyword> <keyword id="56930" type="UNKNOWN" weightage="100" keywordseo="slum-dwellers">slum dwellers</keyword> and rooting out corruption in the process. But unlike the 2008 prequel, <keyword id="14780" type="UNKNOWN" weightage="100" keywordseo="bhoothnath">Bhoothnath</keyword>, finger-snapping alone doesn’t do the trick. Instead, <keyword id="2217" type="ENTERTAINMENT" weightage="100" keywordseo="Big-B">Big B</keyword> (<keyword id="291868" type="PERSON" weightage="100" keywordseo="Kailash-Nath">Kailash Nath</keyword> aka Bhoothnath in the movie series) gets ready to contest polls, preaches people to go out &amp; vote, and does loads of good work in-between, amply helped by the street-smart brat <keyword id="2199671" type="UNKNOWN" weightage="100" keywordseo="Akhrot">Akhrot</keyword> (<keyword id="1068845" type="UNKNOWN" weightage="100" keywordseo="Parth-Bhalerao">Parth Bhalerao</keyword>). Undoubtedly a great gesture from a spirit who cares, but it carries too much baggage than is good for the <keyword id="678332" type="PERSON" weightage="80" keywordseo="Subtle">subtle</keyword> art of influencing, impacting and entertaining – all at the same time. 
 But that does not mean the fantasy-comedy won’t become a Bollywood hit. In spite of its many faults, Big B spins his magic on-screen and the movie has managed to shake off a slow start. Directed and co-written by <keyword id="368516" type="PERSON" weightage="100" keywordseo="Nitesh-Tiwari">Nitesh Tiwari</keyword> of <keyword id="248958" type="ORGANIZATION" weightage="80" keywordseo="Chillar-Party">Chillar Party</keyword> fame, Bhoothnath Returns hit around 1,300 theatres at home but had a dull opening on April 11. It netted around Rs 4.07 crore on the debut day and witnessed a low occupancy rate of 25-30%. But <keyword id="2199678" type="UNKNOWN" weightage="100" keywordseo="Weekend-business">weekend business</keyword> literally touched the sky and the movie netted a little over Rs 18 crore at the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword> after the first three days. 
 
“BhoothnathReturns Fri 4.07 cr, Sat 5.85 cr, Sun 8.10 cr. Total: 18.02 cr nett. India biz… Excellent growth over the weekend,” tweeted film critic and trade analyst Taran Adarsh. 
 
But the numbers dwindled on the crucial Day 4 and Day 5 (April 14 and 15). Although official figures are not available yet, the movie totalled a little more than Rs 7 crore on these two days, according to <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">Box Office</keyword> Collection, thus reaching Rs 25 crore (approx) at home. Interestingly, the budget of this movie has not been disclosed yet, but some industry insiders put it at around Rs 30 crore. However, the initial numbers are definitely much better than Kangna Ranaut-starrer <a href="http://www.businessinsider.in/Box-Office-Queen-OutshinesGulaab-Gang-Total-Siyapaa-Tanks/articleshow/31848837.cms">Queen</a> (Rs 12 crore in first 4 days). Incidentally, <keyword id="6377522" type="POSITION" weightage="80" keywordseo="queen">Queen</keyword> has already netted more than Rs 60 crore at home, as per industry reports. We can’t really predict whether this Big B movie can get into that Big League or enter the Rs 100 crore club, but going by the current trend, it may overtake Bhoothnath’s earnings that managed to gross around Rs 68 crore worldwide. 
 And that brings us back to the basics. With the <keyword id="6355187" type="ORGANIZATION" weightage="80" keywordseo="Lok-Sabha">Lok Sabha</keyword> polls in full swing, Bhoothnath Returns was expected to do much better at the domestic box office, especially as it aims to blend some meaningful messages with fantasy to present a <keyword id="2199680" type="UNKNOWN" weightage="100" keywordseo="Socio-political-satire">socio-political satire</keyword>, loaded with <keyword id="1802565" type="UNKNOWN" weightage="100" keywordseo="tongue-in-cheek-humour">tongue-in-cheek humour</keyword> and sharp, <keyword id="2199682" type="UNKNOWN" weightage="100" keywordseo="Witty-one-liners">witty one-liners</keyword>. The movie follows that script, but only up to a point, and then loses its pace and crispiness as is the wont of traditional Bollywood flicks. 
 The first half of the movie is quite entertaining, though. Bhoothnath returns from the <keyword id="2199683" type="UNKNOWN" weightage="100" keywordseo="Bhoot-World">Bhoot World</keyword> as he is under pressure to prove his mettle as a ghost and must be able to scare a kid (his previous caper with Banku clearly hadn’t won the approval of fellow-ghosts). But this time, he has been won over by the slum kid Akhrot (Parth) and soon has a face-off with the <keyword id="2199670" type="POSITION" weightage="100" keywordseo="evil-politician">evil politician</keyword> <keyword id="602825" type="PERSON" weightage="100" keywordseo="Bhau">Bhau</keyword> (Boman Irani). The rest of the story gets painfully predictable and then downright preachy, dragging on eternally before reaching an over-the-top climax. As most critics have pointed out, the second half of this flick could have easily passed muster as an infotainment video on ‘<keyword id="2199685" type="UNKNOWN" weightage="100" keywordseo="Why-you-should-vote">why you should vote</keyword>’ and ‘<keyword id="924262" type="UNKNOWN" weightage="100" keywordseo="Vote-for-change">vote for change</keyword>.’ 
 
As the story gets stretched and execution gets lacklustre, Bhoothnath Returns loses its appeal of fantasy (something that never happens in a <keyword id="1837502" type="UNKNOWN" weightage="100" keywordseo="harry-potter-movie">Harry Potter movie</keyword> in spite of its markedly pronounced good-versus-evil theme), its appeal for kids (hardly a <keyword id="2199690" type="UNKNOWN" weightage="100" keywordseo="Fun-movie">fun movie</keyword>, compared to the earlier one) and its appeal for thinking adults (<keyword id="6354633" type="PERSON" weightage="100" keywordseo="Rajkumar-Hirani">Rajkumar Hirani</keyword>’s Munna Bhai series will impact you better). 
 
But Bhoothnath Returns has its special charms as well. The <keyword id="2199696" type="UNKNOWN" weightage="100" keywordseo="Bachchan-magic">Bachchan magic</keyword> and his easy frolic with kids are bound to win many hearts. But the star of the show is the <keyword id="5334" type="UNKNOWN" weightage="100" keywordseo="Bollywood-debutant">Bollywood debutant</keyword> Parth Bhalerao who is absolutely brilliant. Then there are the cameos – <keyword id="1671" type="PERSON" weightage="100" keywordseo="Shah-Rukh-Khan">Shah Rukh Khan</keyword>, <keyword id="6357861" type="PERSON" weightage="100" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword> and <keyword id="7929" type="PERSON" weightage="100" keywordseo="Anurag-Kashyap">Anurag Kashyap</keyword> all fall in line to support the message Bhoothnath is trying to convey. All in all, Bhoothnath Returns is a movie worth watching in spite of its none-too-impressive initial performance and execution flaws. Business may pick up further as the (release) timing has been perfect and Bachchan fans are known to form that <keyword id="828348" type="UNKNOWN" weightage="80" keywordseo="critical-mass">critical mass</keyword> of movie-goers that can always spell massive success, even if it is a bit late in the day.

Box Office: Bhoothnath
Returns In Style In Spite Of Chinks In Armour And A Tepid Start

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5ad4baa8146e7122008b469c-1999/101a0739.jpg" border="0" alt="sacred games" data-mce-source="Netflix" />Netflix</div></div></div><ul><li>Netflix's first original series from India, "Sacred Games," is facing legal heat.</li><li>A petition has been filed in Delhi High Court for Netflix to delete any scenes that reference India's former Prime Minister Rajiv Gandhi.</li><li>One scene in the show depicts a cop calling Gandhi "fattu," which is translated to "p----" in the subtitles.</li><li>According to Time, Netflix is in the process of replacing the word with "wimp" in the subtitles.</li><li>Another police complaint against the show was filed, but dropped after Rahul Gandhi, son of Rajiv and leader of the Congress party, defended freedom of expression.</li></ul><hr /> Netflix wants to be huge in India, but its first Indian original series, "Sacred Games," is facing legal heat. The show centers on a Sikh cop in the Mumbai police force named Sartaj Singh (played by the Bollywood star Saif Ali Khan), and a mysterious Mumbai criminal, Ganesh Gaitonde (Nawazuddin Siddiqui). At the start of the series, Gaitonde calls Singh to tell him of an attack on the city set to take place in 25 days. The series has been <a href="http://www.businessinsider.com/sacred-games-first-netflix-original-from-india-reviews-rotten-tomatoes-2018-7" target="_blank" rel="noopener">praised by critics</a> since its release on July 6 and has an 88% critic score on Rotten Tomatoes.But the show has also been the <a href="http://time.com/5339495/sacred-games-netflix-india-court/" target="_blank" rel="noopener">subject of controversy</a> surrounding scenes referencing former Indian Prime Minister, Rajiv Gandhi, who was assassinated in 1991. (Gandhi's son, Rahul Gandhi, is the current leader of India's Congress political party.) Because the show streams online, it is not censored by India's Censor Board.In one scene in the show, Siddiqui's character calls Gandhi "fattu," which is translated in subtitles as "p----."According to Time, Netflix is in the process of replacing the word "p----" with "wimp" in the subtitles after a member of the Congress party's legal team filed a petition in the Delhi High Court for Netflix to delete any scenes that reference Rajiv Gandhi. A Congress party member, Rajeev Kumar Sinha, had previously <a href="https://www.ndtv.com/india-news/complaint-against-nawazuddin-for-abusing-rajiv-gandhi-on-netflix-show-sacred-games-1880837" target="_blank" rel="noopener">filed a police complaint</a> July 10 against Siddiqui and Netflix for insulting the former Prime Minister and "misrepresenting facts during his regime." "The use of abusive language is not justified," Sinha told <a href="http://time.com/5339495/sacred-games-netflix-india-court/" target="_blank" rel="noopener">Time</a>. "I don't think we can go back into history and abuse people this way."But after Rahul Gandhi released a statement about the show, CNN-News18, an Indian news outlet, reported that Sinha <a href="https://youtu.be/cPYGJksJlBk" target="_blank" rel="noopener">withdrew his complaint</a> about "Sacred Games." Gandhi <a href="https://twitter.com/RahulGandhi/status/1018123203728822272" target="_blank" rel="noopener">tweeted</a> on July 14 "I believe [freedom of expression] is a fundamental democratic right. My father lived and died in the service of India. The views of a character on a fictional web series can never change that." <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/miz-cracker-drag-queen-makeup-tutorial-ru-paul-drag-race-2018-6">Miz Cracker from 'RuPaul's Drag Race' shows her drag queen makeup routine</a></h3> <div> <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/2Gj3zwMX-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script> </div> </div>

'Sacred Games,' Netflix's first original TV series from India, faces legal heat for unflattering reference to assassinated Prime Minister

<ul class="summary-list"><li>Makeup mogul <keyword id="9082331" type="UNKNOWN" weightage="60" keywordseo="jeffree-star">Jeffree Star</keyword> is known for controversy, but his cosmetics brand and social-media presence only continued to grow up until 2020.</li><li>Now, Star's critics have noticed that he's struggling on YouTube. Despite having 17 million subscribers, his most recent video took more than a week to surpass 1 million views.</li><li>In the past, Star made fun of <keyword id="6354629" type="UNKNOWN" weightage="60" keywordseo="beauty">beauty</keyword> brands that were sold in TJ Maxx, but customers have also spotted his Conspiracy collection and other <keyword id="9237758" type="UNKNOWN" weightage="60" keywordseo="jeffree-star-cosmetics">Jeffree Star Cosmetics</keyword> items at the bargain retail chain.</li></ul>For more than a decade, the beauty guru Jeffree Star has balanced public controversy with career growth. Despite making enemies and having a contentious reputation, his social-media platform and net worth have only grown.But in 2020, after <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">a year of scandals</a>, it seems like Star may be facing consequences.Critics have noticed that Star's engagement on social media is down, his latest Jeffree Star Cosmetics makeup collection hasn't sold out, and some of his older palettes are being sold for reduced prices at TJ Maxx — something Star has <a href="https://www.popbuzz.com/internet/youtubers/jeffree-star-kat-von-d-makeup-twitter/">mocked other beauty entrepreneurs</a> for.Star's most recent YouTube video, a <a href="https://www.youtube.com/watch?v=4Gz3kQsWm3s">collaboration with drag queen India Ferrah posted on November 15</a>, had under 1 million views at this writing. It means the video failed to surpass 1 million views within a full week of uploading, and Star hasn't had a video perform at that level <a href="https://www.youtube.com/watch?v=5jhS1uKnLy4">since 2016</a>.On <a href="https://twitter.com/Indiaferrah/status/1328080526301822976">Ferrah's tweet</a> announcing the collaboration, there as twice as many negative comments as positive ones.<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Def Noodles (@defnoodles) <a href="https://twitter.com/mims/statuses/1329118530361380864?ref_src=twsrc%5Etfw">November 18, 2020</a></blockquote>On Instagram, despite having 14.3 million followers, Star hasn't had a post break 1 million likes since September 2.<h2>He mocked TJ Maxx makeup for years, but now Star's products are being sold there, social-media posts show</h2>It's not just his social-media engagement that seems to be on the downturn. Star's cosmetics company is now being sold in TJ Maxx, a bargain retail chain known for reselling outdated and undersold luxury makeup. Star previously mocked <a href="https://www.popbuzz.com/internet/youtubers/jeffree-star-kat-von-d-makeup-twitter/">his former best friend Kat Von D</a> for having her products sold in TJ Maxx stores, tweeting "KVD will be a TJ MAXXX exclusive in 2019 I heard!!" in December 2018.He also quote-tweeted a picture of Kat Von D's palettes at Marshalls (owned by the same parent company as TJ Maxx) at the same time and wrote "CAN'T REALTE. AT. ALL"<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Def Noodles (@defnoodles) <a href="https://twitter.com/mims/statuses/1326324996155731968?ref_src=twsrc%5Etfw">November 11, 2020</a></blockquote>Star's disdain for TJ Maxx makeup products is so well known, in fact, that he made <a href="https://www.youtube.com/watch?v=ZAxhEUfpSss">an entire YouTube video</a> in February 2019 about it. "In today's video, I'm so scared," Star said at the time. "This is probably going to be the scariest video on my channel. Today, we're going to TJ Maxx."The products that have been spotted at TJ Maxx from Star's line are items from the Conspiracy collection, which was the <a href="https://www.insider.com/buy-shane-dawson-jeffree-star-conspiracy-palette-collection-2019-11">most sought-after makeup product</a> in the world during its November 2019 launch. The collection was with YouTuber Shane Dawson, and it was booted from makeup seller Morphe <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">after Dawson was publicly criticized by fans in the summer of 2020 for past comments</a> that people said were racist or inappropriate toward children.TJ Maxx told Insider it has a longstanding practice of not commenting on the brands it sells in its stores, but TikTok and YouTube videos showing the products in stores continue to go viral.<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—KEEM (@KEEMSTAR) <a href="https://twitter.com/mims/statuses/1321171924152684544?ref_src=twsrc%5Etfw">October 27, 2020</a></blockquote>Star has released several makeup collections since the Conspiracy collection, and they haven't performed nearly as well as when shoppers <a href="https://www.insider.com/buy-shane-dawson-jeffree-star-conspiracy-palette-collection-2019-11">lined up for hours</a> ahead of the Dawson collaboration's release. Star's most recent launch, the Blood Money collection, <a href="https://jeffreestarcosmetics.com/collections/blood-money-collection">hasn't sold out</a> more than two weeks after its release, according to his website.<h2>It seems like Star's reputation is finally catching up to him</h2>So what turned people against Star? This has been a year full of controversies for the YouTuber and makeup entrepreneur.During the summer, as his collaborator Dawson faced consequences and backlash for his past comments, Star himself had his own reckoning. YouTube <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> and followers began to call out Star for his <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">previous problematic behavior and comments</a> as well. The YouTube community imploded after Tati Westbrook <a href="https://www.insider.com/tati-westbrook-video-jeffree-star-shane-dawson-manipulated-james-charles-2020-6">accused both Star and Dawson of manipulating her</a> into attacking Star's YouTube rival James Charles with claims of predatory behavior in 2019.In August, <a href="https://www.insider.com/everything-jeffree-star-didnt-actually-apologize-for-2020-7">Star apologized to Charles</a> for their ongoing feud. The apology video appeared to be Star's way of limiting the backlash against him, but <a href="https://www.insider.com/everything-jeffree-star-didnt-actually-apologize-for-2020-7">many found the apology too vague to be meaningful</a>.During the worsening scandal, Dawson and Star's old racist posts were brought up. While Star denied claims that he is racist, his followers have pointed out that in the past, Star has used racial slurs and performed in racist skits. More recently, fans accused Star of <a href="https://www.insider.com/kameron-kam-lester-jeffree-star-cosmetics-racist-shane-dawson-token-2020-6">"tokenizing" Black beauty gurus</a>.<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Repzilla (@zillarage) <a href="https://twitter.com/mims/statuses/1329827383520747520?ref_src=twsrc%5Etfw">November 20, 2020</a></blockquote>Then in October, <a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">an Insider report</a> also unearthed accusations of sexual assault, physical violence, and $10,000 hush-money offers that Star denied through his attorneys. He didn't address the report publicly.The combination of scandals appears to have impacted Star's reputation. The beauty YouTuber is preparing for his Black Friday sale, but where there used to be plenty of internet buzz, there's now barely a whisper.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">Jeffree Star accusers say the makeup mogul has a history of sexual assault, physical violence, and hush-money offers</a></li><li><a href="https://www.insider.com/jeffree-star-leaked-dms-deleted-tweets-james-charles-youtube-2020-10">Leaked Jeffree Star messages show he deleted more than 400 crude tweets as he accused rival YouTuber James Charles of sexual misconduct</a></li><li><a href="https://www.insider.com/jeffree-star-new-boyfriend-andre-marhold-relationship-drama-ex-girlfriend-2020-8">Jeffree Star's rumored boyfriend came out of nowhere and is already causing drama. Here's his story and how the relationship unfolded.</a></li><li><a href="https://www.insider.com/jeffree-star-killer-merch-covid-19-cases-coronavirus-2020-11">Jeffree Star's merch company reported a COVID-19 outbreak among its staff with 10 confirmed cases</a></li></ul>

Jeffree Star's makeup empire isn't what it used to be, with videos that don't hit 1 million views and makeup in TJ Maxx

<ul><li><a href="https://markets.businessinsider.com/stocks/nflx-stock">Netflix</a> is set to report fourth-quarter earnings after the market closes on Tuesday.</li><li>Analysts view growing competition and recent price hikes as key hurdles for the streaming giant.</li><li>Here's what four analysts expect when the company reports earnings and how they expect the stock to move.</li><li><a href="https://markets.businessinsider.com/stocks/nflx-stock">Watch Netflix trade live here</a>.</li></ul><a href="https://markets.businessinsider.com/stocks/nflx-stock">Netflix</a> is scheduled to report fourth-quarter earnings after the market closes on Tuesday, and analysts expect the company to have extended its lead over a growing slate of competitors.In the last three months of 2020, <keyword id="128682" type="COMPANY" weightage="60" keywordseo="Netflix">Netflix</keyword> rolled out several hit series as COVID-19 cases surged. New shows including "The Queen's Gambit" and "Bridgerton" joined the latest seasons of "The Crown" and "Cobra Kai." Netflix also lifted prices in the US, Japan, and the UK.Climbing coronavirus cases and economic restrictions likely bolstered growth through the quarter, but competition from <a href="https://markets.businessinsider.com/stocks/dis-stock">Disney</a>, NBC, and HBO intensified. Disney Plus expanded into Latin America, and WarnerMedia signed a deal with HBO to debut theatrical releases on HBO Max. Investors are likely to look to Netflix for reassurance that it can keep its early-mover lead in the rapidly expanding sector.Netflix closed at $497.98 on Friday, down roughly 4% year-to-date.Here's what four Wall Street analysts expect from the company's earnings report, from subscriber-growth targets to 2021 content quality.Read more: <a href="https://www.businessinsider.com/stock-picks-to-buy-best-profit-growth-reopening-goldman-sachs-2021-1" target="_blank" rel="noopener">GOLDMAN SACHS: Buy these 25 stocks best-positioned to juice profits in 2021 as stimulus and vaccine progress spur economic growth</a><h2>Bank of America: 'In a strong position'</h2>The team led by Nat Schindler expects the company's revenue and earnings over the period to land just above estimates despite as-expected subscriber growth. New subscriptions in Latin America are likely to reach only half of what Wall Street anticipates, the bank said, citing Disney Plus' expansion as a key pressure on Netflix.That shortfall will be somewhat offset by stronger-than-expected growth in the Asia-Pacific region, the analysts added. <a href="https://markets.businessinsider.com/stocks/bac-stock">Bank of America</a> forecast that Netflix added 6.1 million paid users through the fourth quarter, in line with the consensus estimate and slightly above the company's previous guidance.What might buoy subscriber growth in the fourth quarter is likely to pressure expansion in the new year, according to the bank. Commentary from Netflix management suggests the pull-forward effect will affect subscriber additions through the first half of 2021 before growth normalizes later in the year. While some of the impact is expected, below-consensus guidance for first-quarter additions could cut into bullishness, the analysts said.Still, the near-term uncertainty about subscriber growth doesn't shift the bank's long-term outlook. Bank of America said it sees Netflix gaining "significant leverage" on its investment in global content. Price increases around the globe also indicate the company "is in a strong position" despite new competition, it said.Bank of America holds a "buy" rating on the streaming company, with a price target of $670.Read more: <a href="https://www.businessinsider.com/investing-outlook-trends-career-wells-fargo-equity-head-ann-miletti-2021-1" target="_blank" rel="noopener">The head of active equity at Wells Fargo's $607 billion asset-management arm shares how she worked her way up from the call center 29 years ago - and pinpoints 3 trends transforming the investment landscape today</a><h2>Morgan Stanley: Shares 'look cheap'</h2>Analysts led by Benjamin Swinburne expect earnings, revenue, and subscriber growth to largely land in line with estimates, but the lack of a positive surprise doesn't dampen the team's bullish outlook. <a href="https://markets.businessinsider.com/stocks/ms-stock">Morgan Stanley</a> said it finds Netflix's path for positive cash flow "increasingly clear" as higher prices and penetration into growing <keyword id="31671" type="CITY" weightage="100" keywordseo="markets">markets</keyword> boost sales.Margins should also expand as the company scales up and more efficiently produces original content, the team said.Apart from the relatively soft fourth-quarter forecast, Morgan Stanley expects Netflix to climb over the next year as the stock returns to higher valuation measures. The streaming giant's shares "have actually de-rated from pre-COVID levels" though the pandemic fueled a sharp uptick in subscriber growth, the bank's analysts said.The company now trades at a similar price-to-earnings ratio as Disney despite its lead in the streaming industry. Shares "look cheap" and stand to rally 30% as the company closes in on steady positive cash flow, the team said.Morgan Stanley rated Netflix "overweight," with a price target of $650.Read more: <a href="https://www.businessinsider.com/bitcoin-investing-strategy-michael-saylor-explains-billion-dollar-crypto-bet-2021-1" target="_blank" rel="noopener">Michael Saylor has invested over $1 billion of MicroStrategy's funds in Bitcoin. The software CEO turned Bitcoin whale explains why he's making such a massive bet on the digital asset.</a><h2>JPMorgan: 'Do not expect these price increases' to slow growth</h2>The analysts Doug Anmuth and Cory Carpenter said they expect Netflix's subscriber growth to land closer to its previous guidance, with net additions of just above 6 million through the quarter. Revenue and earnings are projected to fall slightly below the consensus forecast, but <a href="https://markets.businessinsider.com/stocks/jpm-stock">JPMorgan</a> maintains that investors should stick with the company.For one, the analysts said, "do not expect these price increases" to pressure subscriber additions. Netflix's lowest-priced plan is unchanged in key markets, and events like "Streamfest" in India can help maintain momentum, the team said. New lockdowns, colder weather, and the company's breadth of content should help to offset higher prices, they added.Despite the optimistic outlook, JPMorgan expects sentiment toward Netflix to skew "muted" in 2021. The boost to subscriber growth at the start of the pandemic will make for tougher comparables in the new year, and the pandemic stands to have a lasting impact on production and the company's content lineup. Stronger-than-expected expansion by Disney Plus or HBO Max could also drag on shares, the analysts said.The analysts hold an "overweight" rating on Netflix shares, with a price target of $628.Read more: <a href="https://www.businessinsider.com/stocks-to-buy-green-energy-investing-strategy-renewables-revolution-goldman-2021-1" target="_blank" rel="noopener">Goldman Sachs reveals the 8 'green energy majors' that are set to shoot up in value in a sector worth trillions of dollars as the renewables race heats up</a><h2>Wedbush: 'Heroic' content delivery isn't enough</h2>The analyst Michael Pachter differed from JPMorgan's outlook, citing Netflix's price increases for its below-consensus growth forecast. Netflix could add 4.7 million subscribers to close out the year, well below the expectation of 6 million new users, he said, adding that earnings could land above Wall Street estimates while revenue comes in just below the consensus.Where the company stumbled on adding new subscribers it maintained content quality and made inroads in key markets. Reviving canceled franchises, cross-promoting genres, and expanding its international offerings helped Netflix keep members from jumping ship for other services, the analyst said."The company has been heroic in finding innovative ways to deliver new content to customers," Pachter said. "Netflix's experience in adapting foreign content to new markets has resulted in the company maintaining its content quantity lead over its competitors."Still, the quality lead isn't enough to stave off balance-sheet pressures. Wedbush expects increased spending on content to drive negative free cash flow in 2021 before Netflix breaks even the following year. Though Netflix is on a long-term path for sustainable positive cash flow, shares are "still overvalued," Pachter said.Wedbush rated Netflix shares "underperform," with a price target of $235.Now read more markets coverage from Markets Insider and Business Insider:<a href="https://www.businessinsider.com/market-crash-bubble-bursts-social-unrest-albert-edwards-societe-generale-2021-1">Billionaire investor Ray Dalio said the US could be on the verge of civil war. Now a prominent market bear is saying investors should monitor this under-the-radar bubble that could trigger unrest.</a><a href="https://markets.businessinsider.com/news/stocks/stock-market-outlook-goldman-sachs-correction-risk-investors-buy-dip-2021-1-1029981958">Goldman Sachs says stocks face a growing risk of correction - but recommends investors buy any dip amid low bear-market odds</a><a href="https://www.businessinsider.com/economic-outlook-us-gdp-estimates-lifted-biden-stimulus-recovery-bofa-2021-1">Bank of America lifts its forecast for US economic growth on hopes for sweeping Biden-backed stimulus</a>

Shares 'look cheap': Here's what 4 Wall Street banks expect from Netflix's 4th-quarter earnings report

<img class="gwt-Image" src="/photo/49184177.cms" />

	They say there is no business like the <a href="http://www.businessinsider.in/Mid-year-assessment-It-was-a-roller-coaster-ride-for-Bollywood/articleshow/47830513.cms">movie business</a> and indeed every Friday we have at least one new movie tossed at the audience. And by Sunday, we get to know whether the movie will be a hit, a miss or just an average fare. 
	 
	So far, 2015 has been quite an interesting year from Bollywood’s perspective. Why I say so is because on one hand we had magnanimous opus like Baahubali achieving great success and on the other, there were small budget movies such as <a href="http://www.businessinsider.in/Relive-the-90s-with-Dum-Laga-Ke-Haisha/articleshow/46395043.cms">Dum Laga Ke Haisha</a>, NH10 and Badlapur, that managed to swoon the audiences and the critics. 
	 
	Sequels like Tanu Weds Manu Returns managed to outshine their last offering and then we had Piku that conveyed human emotions in a brilliant way and also got the cash register ringing.
<table border="1" cellpadding="0" cellspacing="0">
	<tbody>
		<tr>
			<td>
				Movie Name</td>
			<td>
				Budget</td>
			<td>
				Earning</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/Dum_Laga_Ke_Haisha">Dum Laga Ke Haisa</a></td>
			<td>
				Rs 15 Crore</td>
			<td>
				Rs 100 Crore</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/Badlapur_(film)">Badlapur</a></td>
			<td>
				Rs 25 Crore</td>
			<td>
				Rs 119 Crore</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/NH10">NH10</a></td>
			<td>
				Rs 13 Crore</td>
			<td>
				Rs 32.1 Crore</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/Tanu_Weds_Manu_Returns">Tanu Weds Manu Returns</a></td>
			<td>
				Rs 30 Crore</td>
			<td>
				Rs 252 Crore</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/Piku">Piku</a></td>
			<td>
				Rs 42 Crore</td>
			<td>
				Rs 141 Crore</td>
		</tr>
		<tr>
			<td>
				<a href="https://en.wikipedia.org/wiki/Baahubali:_The_Beginning">Bahubali: The Beginning</a></td>
			<td>
				Rs 120 Crore</td>
			<td>
				Rs 600 Crore</td>
		</tr>
	</tbody>
</table>

	So should we conclude that the era for clichéd, formula-based movies, is coming to an end? 
	 
	Not really as in 2015, we had movies like Hero, Tevar, Roy, etc that banked on the predictable story line to woo the audience and managed to garner mixed acceptance. 
	 
	But, if we see a larger picture, new concepts with small budgets and strong script are doing well. 
	 
	The success of Dum Laga Ke Haisha, Tanu Weds Manu Returns and last year’s Queen hinted that directors and storytellers should venture with newer concepts to engage and entertain the audience. 
	 
	To this trend, Komal Nahata, trade analyst, said, “I would not like to say that there is a trend shift that is happening. From the past three-four years we have seen some small budget movies doing pretty well. The market for such films is also growing. Earlier they used to do well only in certain multiplexes, then it grew to few cities but now in pockets pan-India, they do well.” 
	 
	While it is true that there are quite a few experimental movies that are being screened, but multiple sources in the industry, on conditions of anonymity, told us that about 60-75% of the movies that go on the floor never see light of the day. 
	 
	<img class="gwt-Image" src="/photo/49184213.cms" /> 
	 
	A lot of these movies are actually finished products but fail to make it to cinema halls as the distributors are unwilling to buy them or the producer has lost confidence in the movie and does not want to spend more money in promoting them. 
	 
	Despite of the fact that some movies do well in global markets, they are not released in India. The movies that have found place in this list include Peddlers, The Coffin Maker, Dekh Indian Circus, etc. 
	 
	Mind you, not all of these shelved movies have lesser known faces as their star cast. The Coffin Maker stars Naseeruddin Shah while Nawazuddin Siddiqui features in Dekh India Circus. 
	 
	Siddiqui said, “It is rather unfortunate that a lot of content-oriented movies in India are still struggling to get funding in the country and there are a few completed projects that are not able to secure a release. Not just Dekh India Circus, there are a few more of my movies that are currently not released and I have started taking more commercial projects since last year with the hope that if I become a little more known face, it will be easier for my directors and producers to get the pending projects released.” 
	 
	And off-beat movies that managed to secure a release, had to face a tough time in the process. 
	 
	For instance, Shonali Bose’s “Margarita With a Straw”, which has Kalki Koechlin as the leading lady, garnered accolades at Toronto International Film Festival and Koechlin also bagged the best actress award at The Tallinn Black Nights Film Festival in 2014. After much delays, the movie finally released to Indian audience on April 17, 2015.
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	Unfortunately, not all the movies are lucky as this one. There are quite a few of these Bollywoods' lost children that fail to get a screen space in the midst of high-brow glitterati. 
	 
	I managed to see the world premiere of one such movie in the very heart of London’s film world. Being a movie enthusiast, I had heard a lot about London’s prestigious Raindance Film Festival and it was quite a coincidence that I managed to see a Bollywood movie listed as an `official selection’. 
	 
	Curiosity got the better of me and I reached just in the nick of the time to see ‘Peter Gaya Kaam Se’ (PGKS) (aka The Goa Run). The super plush Vue Cinema in Piccadilly Circus was almost full and the first theatrical screening for this lost Bollywood baby was a complete entertainment package. 
	 
	John Owens' action packed adventure tells the story of a motorcycle taxi driver from Goa (Rajeev Khandelwal) who falls in love with Mira, a beautiful and beguiling drug smuggler from London (Lekha Washington). This out and out commercial flick was originally produced by UTV Spotboys but got shelved and largely forgotten during Disneys' protracted takeover of the company. 
	 
	Director John Owen, who has worked in India for many years as one of MTV and Channel [V]’s head honchos, had penned and directed this story. The movie was shot extensively in Goa and took about a month to complete. It turns out that, the Raindance founder Elliot Grove took a personal interest in the film. 
	 
	<img class="gwt-Image" src="/photo/49184195.cms" /> 
	 
	Says Owen, "Raindance loved the film and were determined to host the world premiere, especially as I am the first Brit to direct a Bollywood film. A fact that makes me very proud. So when Disney finally gave permission I flew over to Mumbai, finished the sound work we had pending at my cost, did the subtitles myself and had a high end digital print made. The quality of the screening was just superb.” 
	 
	Raindance is in its 22nd year and has become one of the world’s premiere film festivals and very highly thought of by the industry itself. 
	 
	Owen adds, "We didn’t have any money to promote the screening so it was all word of mouth and the buzz of social media. People came from all over the country, it was amazing." 
	 
	Ironically, on the very same weekend Disney's Khoobsurat was premiering in the UK and I could see a theatre just across the street in London's Leicester Square showing it. 
	 
	When I put this point across to Owen, he chuckled and said, "It's funny because Shashanka Ghosh and I have been friends since our MTV days. I stayed with him when I was over in Mumbai fixing up the film in September and we joked about him being Disney's loved and me being their unloved child.” 
	 
	Given the response this movie managed to get sans any promotion and that too in London, I was curious to know what plans Owen or Disney have for this movie. Owen shared that some high-flying industry folks were amongst the excited audience and they saw real potential for the film in the UK and the US. 
	 
	No wonder, UK distributors are showing interest in the movie. Even in India PGKS is well-liked amongst industry insiders who were given personal screenings by the director. After all, the film does come with some pedigree. Anurag and Abhinav Kashyap were `creative producers' and UTV’s top producer on the job at the time was the visionary Vikas Bahl (who has given movies such as Chiller Party and Queen). So, what happens now to Peter Gaya Kaam Se? 
	 
	Owen picks on a philosophical note and shares, "It's all about love and timing. PGKS came along at the wrong time in the marriage of UTV and Disney. So, it’s the unwanted child. A bit like how Danny Boyle’s Slumdog Millionaire was for Warner Brothers. Warners’ just didn’t like the film so they let Danny go off and find a new home with Fox Searchlight. Fox loved the film, supported Danny, and made Slumdog a massive box office success. The film industry does not work like a science. Sometimes it comes down to personal taste. When I get depressed about the whole thing I think of Danny and Slumdog and get inspired all over again.” 
	 
	While Owen never had the resources or connections to find buyers for PGKS, on its own, he is looking to crowd funding and other ways to get this movie to be released.
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	It is noteworthy, that UTV Spotboys was the pioneer of small budget, content-oriented movies in India. 
	 
	Khosla Ka Ghosla was one of the first movies in this genre that was produced under UTV Motion Pictures. Later between 2008 and 2009, under the UTV Spotboys banner, they released movies such as Dev D, Oye Lucky Lucky Oye, Welcome to Sajjanpur, A Wednesday, Mumbai Meri Jaan and Aamir. All these movies managed to get a fair share of success at the ticket window. 
	 
	<img class="gwt-Image" src="/photo/49184205.cms" style="height: 372px; width: 800px;" /> 
	 
	Another coincidence worth pointing out in the case of Peter Gaya Kaam Se is that it went on floor almost at the same time as Paan Singh Tomar. 
	 
	The latter, too, was produced by UTV Spotboys and managed to get a release on March 2, 2012, almost four years after it was complete and it managed to be a box office success largely due to word of mouth. 
	 
	The bigger coincidence is that Paan Singh Tomar, too, was premiered at the 2010 British Film Institute London, almost two years before its domestic release. 
	 
	We spoke to Rucha Pathak on why it was such a challenge to make a movie like Paan Singh Tomar. 
	 
	Pathak was the associate producer of Paan Singh Tomar and Sr. Creative Director at UTV (now Disney India) when this film was being made and is now Head of Creative &amp; Development at Fox Star Studios. 
	 
	“The main challenges we faced while trying to make Paan Singh Tomar was that because it was probably the first time a film like this was being made people did not realise what it was going to be like and it was therefore completely against the trend in those days,” she said. 
	 
	Also we could not help ask her if is it really possible to get any small budget movie out there in the market to which she answered, “It is difficult to release small and medium budget films these days but not impossible. I think if one can find the right marketing budget and the right target audience that you want to reach out to, then it’s possible to release a film. It is really critical these days to make films at the right budget and market films at the right budget. Once that is under control then I believe one can get a film out to reach an audience that it is meant for.” 
	 
	While Pathak emphasised on the budgeting bit, Nahata feels, “Exhibition or the release strategy is very detrimental to the business of content driven movies. The moment there is a big movie coming in, they are thrown out. Most such movies need time for the word of mouth to pick up.” 
	 
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The distributors today are looking for instant gratification. They would expect the movie to have 80 to 90% occupancy rates for its release Friday itself. If the movie does not show results by Sunday, then on Monday it is thrown out. This was not really the case earlier. I still remember when Maine Pyaar Kiya released, it had just one cinema hall in Mumbai, later when the word of mouth spread, the movie was given more space and it was a such a huge hit,” shares Ami Shah, co-founder and creative director of IntelliAssist (a company that has handled social media mandates for Bollywood movies). 
 
Indeed, distribution is one big challenge for small budget, content-oriented movies in India. However, Director Onir mentions that it is not the only one. Just to give you a perspective, Onir is an Indian film maker, who has churned out movies such as 'I AM, My Brother Nikhil’ and Bas Ek Pal. He had crowd funded his movie I AM, which released in 2010 and also bagged the national award for the same. 
 
Ask him if given a chance would he again crowd fund a movie or give any other director struggling for funds the same suggestion and he replies, “No it is one thing to make a movie and altogether another to get it to the cinema. Marketing a movie, especially a content-oriented one is a hard job.” 
 
I would agree with his point that it is tough nut to market a movie that does not have bankable stars. Like, Filmistaan, the 2014 movie was an endearing tale of wannabe actor, who gets kidnapped by terrorists and held in the home of a Pakistani who deals in pirated Hindi films. The tale captures how both of them bond over movies. 
 
The trailers of the movie looked very bland and I was not sure whether I would want to waste time watching this movie. Fortunately for me, one of my friend dragged me to this movie and I would admit that it was actually one of the best movies of 2014 that I managed to see and yes it did manage to win a national award as well. 
 
The cost of marketing in itself is quite high as well and it is not just important to buy ad space but also to connect right with your target audience. This is perhaps one lesson that the movie Queen managed to do well and of course the word of mouth helped it consolidate its position over a period of time. 
 
Onir also mentions that the government will have to play a greater role to help protect content-driven cinema in India. “The approach that our government takes is that they treat Bollywood as a business and not art. However, it will have to realize that like any art even movies need a bit of support”. In his opinion, there could be plenty of other avenues where movies can be showcased. 
 
Now talking about television, we have 24-hour movie channels that end up playing same movie almost every weekend. Most TV channels pick up movies that have done well on the box office, so that they don’t have to do much in terms of marketing and yet they can have good TRPs on their so-called “World Television Premiere”. It is a possibility that some of these movies that are left biting the dust, some might be ideal for the TV watching audience but so far these gems are not able to get any real support for this medium too. 
 
With the coming of 4G, it is expected that some of these movies might get a fresh lease of hope. There are producers and directors that are looking for alternative channels to monetize their movies via online ads and pay per view models. Currently none of them has been able to come out with a full proof plan and hence some great marvels of Hindi cinema continue to rot in their graves, while the others in the hands of resilient makers are fighting it hard to get to their audiences.

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