Creators can't attend Cannes, but actors' Instagram numbers affect casting

In a world where red carpets are walked by both actors and influencers, the line between cinema and social media is blurring faster than ever. While influencers often face scrutiny for their presence at events like the Cannes Film Festival, actors today are subjected to the pressure of growing their social media following.

The rise of social media metrics in casting decisions

It’s no longer just auditions or acting reels that casting directors want to see. Increasingly, actors-- both newcomers and established names-- are being asked for their Instagram profiles. And while this might have started subtly, it’s now a regular part of casting calls.

In an exclusive chat with Hook, actor Apoorva Arora, known for her roles in films like Diljit Dosanjh’s ‘Disco Singh’, Akshay Kumar’s ‘Holiday: A Soldier Is Never Off Duty and Bhuvan Bam’s music video ‘Ajnabee’, opened up about the issue. “A lot of times, they ask you to send your Instagram profile. “Kitne followers hain, bata do” (How many followers do you have, tell us).” This digital check-in isn't just curiosity; it has real consequences for casting decisions.

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Why social reach matters to producers

Apoorva explained the logic behind makers hiring actors with a large social media following: “If someone’s putting in money, there’s a lot of responsibility. They want returns. They want someone who already has an audience; someone whose post about a show will bring in viewers.”

At a time when OTT platforms and streaming shows are battling for eyeballs, having an actor with a built-in fanbase can make all the difference. A simple Instagram story from a well-followed actor can create buzz, drive views and boost engagement.

The need for balance: Performance vs. popularity

While Apoorva acknowledges the benefit of having a large following, she also points out the danger of letting it dominate casting choices. “I feel like it should not be the major reason why someone gets cast. The first reason should be whether they fit into the character.”

Why can’t influencers attend Cannes if actors are expected to be influencers?

When influencers like Kusha Kapila, Dolly Singh, Nancy Tyagi, and more hit Cannes, critics and film industry purists panned it as a move away from the festival's core focus on film and towards brand promotion and celebrity culture.

However, if the film industry is leveraging that very same metric to cast actors, why shouldn't a film festival use influencers to bring attention to the films being showcased? When brands invite influencers to events such as Cannes, it leads to increased media coverage of the event. So, if influencers’ audiences help the film industry profit, how can they be sidelined?

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Blurring lines between cinema and content creators

The industry is evolving and so is the definition of stardom. Whether it’s star kids with millions of followers or content creators crossing over into acting, the entertainment landscape is undeniably more intertwined with social media than ever before.

But as Apoorva reminds us, while followers may help open doors, it’s the performance that truly makes someone memorable on screen. And that, ultimately, is what should matter most, regardless of social media numbers.