Whether true talent or art is recognised in the film industry over just money has for long been a debate. Big films, which are regular masala potboilers, rake in the numbers, while small but thought-provoking ones often miss at the box office. Richa Chadha has had a mix of both, but doesn’t feel good content gets its due only if recognised internationally. Masaan (2015), for instance, was critically acclaimed both in India and abroad, but didn’t rake in the moolah.

“I don’t think that is the case. We tend to believe Indians do not (appreciate content), but look at the content they’re liking on OTT. When a film like Sir (2020), headlined by Tillotama Shome and Vivek Gomber is trending, it makes me feel Indians are hungry for good content,” she says.

The need for good marketing is paramount today, she adds. “As you grow, you realise how important it is to have a good distributor. Masaan had gone to Busan, and it was heartbreaking for me and the director (Neeraj Ghaywan) to see yahaan pe shows hi nahi hain. If someone in Musoorie wanted to watch it, they had to drive down to Nainital, someone in Baroda had to go to Ahmedabad,” says the 34-year-old, recently seen in Madam Chief Minister.

Chadha adds it is crucial for them to perform at the box office too. “The minute niche films like these don’t do well, the old dinosaurs that control this field, say ‘dekha, aisi filmein nahi chalti’. It’s not like ‘logon ko yahi dekhna hai’. In the current crisis, what do you know about logon ko kya dekhna hai,” she concludes.