Talent management agencies are increasingly falling to the door of film houses in Mumbai, and in the upcoming projects, the stars of social media represent for roles. However, after some early successes, including the creators of the Koli Prajakt, Kusha Kapil and Bhuvan BAM, these agencies face the resistance of film studies and streaming platforms that are uncertain about the power affecting workers in attracting the audience from moving social media to spend time and money for entertainment.
“When this trend began a few years ago, we saw the best influential influences in the roles of the portrait, which were there for buzzing and were not increasing to the film,” said Shaubhi Raina, director of talent management.
“Although it shows that the film industry has started to take more influences more seriously, it also allows influence to show their talent better and improve their prospects for future roles. Some even started playing the main parts,” she added.
However, the film and head directors say that even though the influentials take a jump to normal entertainment seriously, many of them are unable to act well enough to justify the role on a large screen. In addition, viewers who follow them as a familiar face in moving reels or watching videos on YouTube do not necessarily have to pay them to see them on the original only with a subscription, or get out of the house to watch them in the film in theaters.
“The pouring influences of the cast in films has been a massive fighter over the past few years,” Mint said in one of the largest Talent Management agencies, demanding anonymity. “But more than filmmakers, these were networks and streaming platforms that tried to throw influences in smaller roles. The logic was that they may not be very good actors, but their audiences will come from social media to watch a movie or show.”
She quoted the early success of YouTuber Bhuvan Bam as an inspiration for others who want to move from a mobile phone to more fun “prestigious”. BAM wrote, played and produced the original show Taaza Khabar for Disney+ Hotstar (now Jio Hotstar). “But others like Kouzha Kapila and Dolly Singh did not do much from their one movie, thank you for your acceptance,” added the director of the casting.
Many films that seem to have moved the inferior women had a stunning run at the box office. The recent edition of Dharma Productions Sunny Sanskari Ki Tulsi Kumari was several influences that managed the sister agency Dharma Cornerstone Agency. But the film earned just below £40 crore, so far estimates of commercial analysts’ analysts. Thank you for coming (2023) where chapel and Singh played relatively small roles, made less than £10 crore in theaters. The creator of the Prajakt Koli, whose Netflix show has not coincided, has had three successful periods since 2020, has only small roles in the main theater editions.
“With the sea of more than 8 million creators and lines between cinema and blurring social media, which add to this issue, filmmakers have a huge selection of people for several limited roles in films, making it a highly competitive market,” Shaun Pais management, Talent leadership. “In this case, the agencies must have the right network to put the creators in the right room at the right time to get film concerts.”
In addition, Pais added that having a filmmaker in the film is not a guarantee of success or even other spectators. “Influencers can create a buzz about the film, but at the end of the day it is the quality of the film, the actors’ performance and the story that really matters to viewers,” he said. “A good case study in this is Viraj Ghelani, which focused on the differentiated cinematography market by playing leadership in Jhamku – Gujarati’s film, which is now the second highest film of this industry.
The formula chases
In the pandemic years, the filmmakers created a line for influence and hoped to increase the performance of the cash register and attract younger audiences to theaters. Having an instagram star with millions of followers is also translated into relatively easy marketing for the new version. Film marketing budgets, which balloons for dozens of Crores, to managers in the field.
Meanwhile, the inferior people who want to expand their newly discovered glory of social media are based on their talents managers to help them wrap the role of mainstream.
Talent management companies have dedicated casting teams to ensure entertainment projects for influence. The IPLIX MEDIA Agency has hired additi Anand Gaurkar as the head of the cast from the main film studio in November 2023. Since then, it has secured more than 25 projects for the company’s influences. “Since the acquisition of the creators, there has been an opportunity to audition for projects to landing roles in Dharma, more ads, OTT platforms, music videos and movies through several auditions,” she said.
However, casting directors remain divided into the value of such movements. Some say that the rush to place the influence in the film is only the product of the “data -controlled” access to the film, unlike the “creative” approach, where the faces are occupied only if they fit into the appearance and feeling of the project. “Now, the network executives have also understood that the cast of influencers in a bit role in their film does not necessarily have to bring their audience to a large screen,” said the previously cited Casting director. “Realization now affects that you need actors, not influences, even in smaller roles.”
In addition, the lines between the actors and the influencing – smaller film celebrities also find success in social media, which helps them better roles in mainstream films.
“Thirty million Instagram followers does not mean that someone bought a film card,” said Hindi film actress with several million followers who demanded anonymity. “The audience is smart-they make up for a short form of short form from the one they pay to see on the big screen. Actors will work hard on their craft, but many influential people believe they can jump (act before) a movie camera because they can synchronize lips or act a little in front of a phone camera.”
However, Gaurkar from iPlix said that he takes the auditions seriously, works with coaches and persists despite repeated rejection. “They patiently pass several rounds of bankruptcy and, as soon as they occupy, add actors on the scene. Many now see the cinema as a viable career shift from social media,” she said.
However, the need for influencers is not entirely eroding. “Sometimes he goes through the profiles of influences to find the right cast, it makes sense,” said the filmmaker based in Mumbai, who worked with influential people in the films and demanded anonymity. “When the role is not extensive and needs the face and chemistry that the audience already knows, then it makes sense to choose a talent influencer who makes the content online, especially the content of fiction. A good example is Ahilya Bamroo, which was occupied in the Shovup of Sircar’s I want to speak, not because it is famous, but because its content and online personality.”
(Tagstotranslate) pouring Bollywood casting
