New Delhi, May 20 -- In an industry long powered by hype, three recent Hindi films are forcing a rethink.

Dhurandhar: The Revenge, now the highest grossing Hindi film with domestic collections crossing Rs.1,100 crore, along with its predecessor Dhurandhar (Rs. 895 crore) and romantic drama Saiyaara, which made over Rs.300 crore last year, have shown that minimal promotions paired with strong content can deliver outsized returns.

For years, studios leaned heavily on television, print, outdoor, social media campaigns, influencer collaborations and brand tie-ups to generate pre-release noise. But in an increasingly cluttered content economy, awareness alone is no longer enough. Films must enter popular discourse - become memes, music loops...