IFFI 2024: Experts Discuss “Blurring the Lines Between Truth and Perception in Cinema”

Goa: The 55th International Film Festival of India (IFFI) hosted an illuminating panel discussion titled “Blurring the Lines Between Truth and Perception in Cinema,” exploring the changing role of public relations (PR), audience perception, and the authenticity of cinema. Moderated by the acclaimed filmmaker and producer Jayaprad Desai, the session featured prominent industry figures: Ravi Kottarakkara, President of the Film Federation of India and esteemed film producer; Shankar Ramakrishnan, renowned filmmaker; and veteran film journalist Himesh Mankad.

The conversation delved into how PR has evolved into a powerful force that shapes the cinematic landscape, especially in an era defined by social media and instant audience feedback. Panelists discussed the shifting balance between genuine storytelling and the constructed image promoted by PR campaigns, emphasizing that these strategies often blur the line between truth and perception.

Himesh Mankad pointed out a critical shift in PR practices. “PR once aimed to build relationships; now it leans towards manipulation,” he said, criticizing the tendency to portray films in an overly positive light through strategic campaigns that may mislead audiences and damage credibility. Mankad underscored that “audiences remain the ultimate judges of a film’s success, regardless of how it’s marketed,” urging filmmakers to prioritize authenticity.

Ravi Kottarakkara highlighted the growing impact of digital platforms, where opinions and reviews from influencers and social media personalities can significantly influence a film’s fate. “Even a strong film can falter due to premature, misguided reviews,” he noted. He also pointed out the potential for OTT platforms to distort audience perceptions through curated “top 10” lists that prioritize platform algorithms over genuine viewer interest.

Shankar Ramakrishnan shared perspectives from the Kerala film industry, noting how cultural sensitivity and social media can shape how films are received. He expressed concern over PR’s dual role, stating, “PR can elevate lesser-known films, but it can also be weaponized against competitors.” Ramakrishnan added, “In some cases, PR feels less about promotion and more about survival in a fiercely competitive landscape.”

The panel reached a consensus that while PR is an essential tool for film promotion, its misuse can damage the credibility of the film industry. Ethical practices were emphasized as a means to ensure that PR bolsters, rather than undermines, cinema’s true artistry. Desai wrapped up the session with a poignant reminder: “PR is a double-edged sword. While it can amplify a film’s reach, overhyping risks a credibility crisis, undermining the trust between filmmakers and audiences.”

The discussion offered varied insights into the delicate balance between effective PR and genuine storytelling. The panelists envisioned a future where ethical PR practices help align public perception with reality, creating a transparent and trusting connection between filmmakers and their audiences.