Cinema now just a product: Shekhar Kapur

New Delhi: Acclaimed filmmaker Shekhar Kapur hasn`t directed a Hindi film since "Bandit Queen" in 1994, and he blames the increased focus on marketing cinema as a product for it. "Why don`t I make another film? Because creativity is a deeply intimate act which nowadays arrogance of finance thinks they know everything about. More money is now going into marketing than ever. Films are treated as product not creative work," Kapur posted on micro-blogging site Twitter. "It`s all about money. How can you take a cinema seriously where the most important selling point is which heroine is doing an item number? Cinema now is merely a product," he added. Kapur is known for films like "Masoom" and "Mr. India" and then he moved to Hollywood and directed movies like "Elizabeth", "The Four Feathers" and "Elizabeth: The Golden Age". For a long time, he has been working on a film called "Paani", which will focus on the issue of water wars. IANS