Are actors obligated to promote their films? Why marketing is now written into contracts

“Films today are no longer dependent solely on physical promotional tours. Strategic digital campaigns, teaser drops, influencer collaborations, and algorithm-driven advertising often generate wider traction at lower cost. Word-of-mouth amplification, festival premieres, and platform-backed marketing, especially by OTT giants, also substitute for actor-heavy promotions. In many cases, content-led virality and targeted digital outreach have proven as effective as traditional press circuits,” said B. Shravanth Shanker, managing partner, B. Shanker Advocates LLP.