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

Subscribe to enjoy similar stories. 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. “Many films today are subject-led hits rather than star-led hits… Endorsement value depends on whether a star can carry attention beyond a release window and stay visible in everyday culture," said Gaurav Arora, co-founder of digital marketing agency Social Panga, adding that brands reward continuity, not just peaks.

If an actor surfaces only around promotions and fades from digital conversation, the commercial value drops quickly. “Social media has amplified this divide, and some box office audiences simply do not overlap with advertiser target groups. So, the success is real but not always aligned with brand priorities," Arora added.

Experts emphasized that a surprise hit can create a strong recency spike and some brands do ride that moment if the money spent translates into measurable attention or sales. But short-term spikes are quite different from long-term endorsement strategies. When a company signs up big celebrities, they usually evaluate relevance over an at least two-year horizon.