Actor Ashmit Patel, known for films like Murder and Jai Ho, has sparked discussion in the entertainment industry with his recent remarks about changing audience behaviour, evolving formats, and the surprising success of long-format films. The actor was in Mumbai promoting his latest music video Saadi Farmaish alongside Akanksha Puri when he opened up about how modern cinema consumption is shifting dramatically.
Speaking about the current entertainment landscape and the rise of new technologies including AI, Ashmit highlighted how audience preferences are evolving but not in the way many expected. He said, “All that is happening, however, look at what’s happening right now. We have a single film—spanning four hours—that is absolutely shattering box-office records. And consider this: its first installment, which was released just two or three months ago, ran for three hours. So, within a span of three months, a total of seven hours of cinematic content has been released across two installments—and people are flocking to see it in staggering, record-breaking numbers.”
He further added, “Honestly, I don't even know how to make sense of it all; everyone is completely shocked. It just goes to show that if you deliver a high-quality product—something truly worthwhile—people will go to the theaters to watch it. They will have the patience to sit through it. When you think about it, watching a four-hour film split into two halves is essentially like watching two separate movies back-to-back! Exactly—just like with Dhruvandhar Part 2. It’s crazy; it’s truly unbelievable. So yes, if you put out a good product—something created with passion, hard work, and genuine creativity—people will embrace it.”
Ashmit also reflected on the challenges of sustaining relevance in the entertainment industry, especially in an era dominated by short-form content and instant gratification. He said, “It’s extremely difficult—primarily because people lack patience. Patience, perseverance, and perspiration—these are the "three Ps" that you absolutely must possess, yet people simply don't have them anymore. This is especially true today, as everyone wants everything yesterday. It’s the era of Reels, after all! You swipe in 10 seconds—in fact, even 5 seconds feels like too long. It’s the age of vertical-format content, where even web series consist of episodes that last just two minutes. Consequently, everyone wants to become a star overnight. If they don't get a break in films—or if this or that opportunity doesn't materialize—they simply pack up and leave. But that’s not how it works; you have to be willing to put in the hard work and, above all, be patient.”
The actor, who has been part of the industry for over two decades since his debut in 2003, emphasized that consistency and discipline are essential for longevity in cinema. His comments come at a time when debates around AI, streaming platforms, and theatrical releases continue to reshape how audiences consume content.
On the work front, Ashmit was promoting his new viral track Saadi Farmaish, a soulful yet modern blend featuring vocals by Ravish Khanna and Jagtinder Singh Sidhu, with music composed by Muzik Amy. The song, which also stars Akanksha Puri, has been gaining traction online for its emotional tone and contemporary sound.
With his candid views, Ashmit Patel has once again brought attention to the evolving definition of success in cinema—where storytelling, patience, and audience connection still remain at the core.