Vikrant Massey was part of a panel discussion titled The Changing Face of Indian Cinema at the ongoing WAVES 2025 in Mumbai. Sharing the stage with filmmaker Om Raut, actress Sonali Kulkarni, and actor Ravi Mohan, Massey offered a grounded perspective on why small-town narratives are resonating more deeply with audiences today.
WAVES 2025: Vikrant Massey credits state subsidies, audience relatability for surge in small-town films; says, “What was alternative 15 years ago is mainstream today”
Reflecting on the shift in storytelling patterns within Hindi cinema, the 12th Fail actor pointed to changing audience preferences, exposure to global content, and a move toward realism. “Cinema, a few years ago, was an experience for a layman—to see machismo, larger than life, one man beating up 20 people. We all have grown up watching it, and we still watch it. But a large chunk also goes to our exposure to international cinema and a certain sense of pragmatism even in storytelling,” he said.
Massey credited earlier films like Dum Laga Ke Haisha for paving the way, while acknowledging how the so-called “alternative” genre has now entered the mainstream. “Today, what I feel is that what was alternative 15 years ago is mainstream today. I can never imagine a film like 12th Fail or Trapped to be commercially successful back then,” he noted. He also highlighted how relatability plays a key role in the rise of such narratives. “Most of the people I have met here have told me ‘Thank you for 12th Fail, this is our story.’ When they see themselves or someone alike on the screens, there is a sense of hope which is still there within us,” he said.
In addition to audience-driven change, Massey brought attention to the practical aspects that encourage filmmakers to explore small-town settings—particularly government incentives. “Why are most of us also moving to smaller towns? Because of subsidies. Very straightforward answer this is! Jo state sarkaar hame achchi subsidy deti hai, achcha infrastructure deti hai, hum wahin jaate hai,” he said candidly. The actor cited Uttar Pradesh as an example, where the film policy provides a single-window clearance system and strong logistical support.
He added that cities like Delhi are now developing their own ecosystems: “Earlier, there was only one industry in Mumbai; now even Delhi has an industry. You will get all the equipment in Delhi, and overnight it will reach Lucknow.”
Quoting Prime Minister Narendra Modi’s recent statement at the summit, Massey concluded, “In a nation of more than 140 crore, we have more than 100 crore stories, and we are tapping into those smaller stories, bigger stories, larger-than-life stories. I think it is just the beginning.”
Vikrant Massey is now gearing up for the release of Aankhon Ki Gustaakhiyan, which also marks the debut of Shanaya Kapoor. The film is slated to release in July this year.
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