Mumbai: Megastar Amitabh Bachchan feels content of a film decides its success and not the rigorous promotions.
Bachchan, 72, who is currently busy promoting his upcoming film 'Piku', said the box-office connotations have changed over the period of time.
"In a spate of excessive content on PIKU being put out from the morning, there is a moment when it comes to a halt... Promotions can only do what promotions are meant to... Eventually its the film that counts...," Bachchan posted on his blog.
"... Box Office connotations have taken a different stance, a different reference, a different understanding... Those that are them that follow the tide, are the ones who succeed in the execution of the format," he added.
In 'Piku', Bachchan plays an ageing father to Deepika Padukone. The film, releasing on May 8, is directed by Shoojit Sircar and also stars Irrfan Khan in a prominent role.
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