New Delhi, Feb. 23 -- Despite the unexpected box office success of some small and mid-budget films, their lead stars are yet to gain social media visibility or see traction from brands. Actors who have featured in controversial but successful films such as The Kashmir Files and The Kerala Story or those like Sunny Deol making a comeback via hits Gadar 2 and Border 2 prove that box office success and brand or social media traction are not necessarily linked.

Experts said strong storytelling, direction, nostalgia or a powerful subject can pull crowds into theatres, but once the curtains fall, the attention quickly shifts elsewhere. The buzz belongs to the moment, not necessarily to the actors behind it.

"Many films today are subject-led h...