The new paradox of fame: Why hit movies don't guarantee brand traction for actors anymore

Key Highlights

• Subscribe to enjoy similar stories.
• Subscribe now Despite the unexpected box office success of some small and mid-budget films, their lead stars are yet to gain social media visibility or see traction from brands.
• Actors who have featured in controversial but successful films such as The Kashmir Files and The Kerala Story or those like Sunny Deol making a comeback via hits Gadar 2 and Border 2 prove that box office success and brand or social media traction are not necessarily linked.
• Experts said strong storytelling, direction, nostalgia or a powerful subject can pull crowds into theatres, but once the curtains fall, the attention quickly shifts elsewhere.
• The buzz belongs to the moment, not necessarily to the actors behind it.