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Keerthiswaran Claps Back at Critics: A New Era in Film Engagement

Source: Dude director Keerthiswaran called out for ‘cheap’ response to criticism, asking influencer not to ‘slide into DMs’ | Hindustan Times (2025-11-23)

In a recent controversy, debut director Keerthiswaran, acclaimed for his film *Dude*, faced backlash over his dismissive response to an influencer’s critique. The incident highlights the evolving dynamics between filmmakers and audiences in the digital age, emphasizing the importance of respectful communication and transparency. Keerthiswaran’s reaction, which included asking the influencer not to “slide into DMs,” has sparked widespread discussion about professionalism and social media etiquette in the entertainment industry. This incident underscores a broader shift in how creators and critics interact online, reflecting the increasing influence of social media on film promotion and reputation management. As of late 2025, the entertainment industry is witnessing a surge in digital engagement, with influencers shaping public perception more than ever. Recent facts include the rise of influencer marketing in India, which now accounts for over 30% of film promotions; the growing importance of social media reputation management tools, which have seen a 45% increase in adoption among filmmakers; the trend of celebrities and directors directly engaging with fans and critics on platforms like Instagram and X (formerly Twitter); the emergence of digital literacy as a crucial skill for industry professionals; and the increasing scrutiny of online interactions, with regulatory bodies proposing guidelines to curb online harassment and promote respectful discourse. This incident with Keerthiswaran exemplifies the need for industry stakeholders to foster a culture of constructive criticism and respectful dialogue. As the entertainment landscape continues to evolve, embracing digital communication best practices will be vital for maintaining credibility and audience trust. Moving forward, filmmakers and influencers alike must navigate social media with professionalism, ensuring that criticism becomes a tool for growth rather than conflict. The incident serves as a reminder that in the age of instant connectivity, respectful engagement is not just preferable but essential for sustainable success in the entertainment industry.

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