Anubhav Sinha on why films like 'Assi' need double the marketing spend: 'It’s a challenge'

Anubhav Sinha believes smaller films struggle not because viewers lack interest, but because filmmakers fail to reach them properly. As he prepares for the release of 'Assi,' the director argues that projects like his need far stronger publicity support. He shared his thoughts in an interview with the Hindustan Times, discussing the subject, the industry, and the long road to cinemas.

Anubhav Sinha on marketing small films

Sinha has directed both large spectacles and intimate dramas, from 'Tum Bin' to 'Ra.One.' In recent years, he has focused on socially driven stories. 'Assi' continues that path, with Taapsee Pannu playing a lawyer and Kani Kusruti portraying a survivor of sexual assault.




Speaking about how the film took shape, he said, “Anger happens along the way, when something nags at you persistently. Most of the anger is towards yourself: What have I done about it?”

He also addressed the way Hindi cinema has historically portrayed rape. “I was aware of certain films that I value on this subject matter, such as Damini or even Insaf Ka Tarazu back in the day,” he said. “You think of those films because you don’t want to do something that’s been done before. You are making sure you aren’t making anything of that sort. I was aware of what had happened, and it was never an idea to use rape as a tool to create a hero.”

'Assi' reaching audiences beyond social media

For Sinha, the hardest part begins after production ends. “I finished making a film. Now, I need X amount of money to take it to you. You could be in Etawah, Agra, or Jamshedpur. I need to take my film to you,” he said.

He pushed back against the belief that online chatter is enough. “In Mumbai, we think everyone is looking for trailers. But they are not. 90% of their life is something else. So, it’s a challenge.”

After months of travel across North India, he says he has met eager viewers. Still, he feels promotion remains the barrier. “If these films had twice or thrice as much budget to promote them, our jobs would be much easier. The audience is waiting for Assi, not specifically Assi, the film, but a film like Assi. On the previous occasions, we didn’t serve it to them conveniently.”

Sinha, born June 22, 1965, built a career balancing mainstream appeal and pointed drama. His later work includes 'Mulk,' 'Article 15,' 'Thappad,' and 'Anek,' and he also created the series 'IC 814: The Kandahar Hijack.'

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