Controversy: New Promotion Formula for Filmmakers? The 'Ghoos Khor Pandit' Case

• Controversy marketing has emerged as a new path to film success in the digital age, replacing traditional story, song, and acting focus.
• Filmmakers may intentionally create controversy (e.g., 'Ghoos Khor Pandit') to generate buzz and save on marketing budgets, leveraging the 'attention economy'.
• Psychological 'reverse psychology' is at play: boycotts and bans often increase audience curiosity and box office success, as seen with 'The Kerala Story' and 'Padmaavat'.
• OTT platforms benefit from controversy, as it drives immediate viewership and boosts algorithms, despite potential legal risks.
• This trend risks devaluing cinematic art, as quality may be overlooked in favor of controversy, and audiences become part of a designed 'noise'.