Acclaimed filmmaker Shekhar Kapoor hasn't directed a Hindi film since 'Bandit Queen' in 1994, and he blames the increased focus on marketing cinema as a product for it.
'Why don't I make another film? Because creativity is a deeply intimate act which nowadays arrogance of finance thinks they know everything about. More money is now going into marketing than ever. Films are treated as product not creative work,' Kapoor posted on micro-blogging site Twitter.
'It's all about money. How can you take a cinema seriously where the most important selling point is which heroine is doing an item number? Cinema now is merely a product,' he added.
For a long time, he has been working on a film called 'Paani', which will focus on the issue of water wars.