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At the I Nobody film meeting, Prithviraj spoke about the evolving role of marketing in cinema and the need for it to become a more structured, scientific, mainstream skill set.

Reflecting on his association with Catalyst Managing Director Vivek Ramadevan, he noted that they had discussed the importance of marketing cinema and its responsibilities nearly 15 years ago, long before film marketing became as prominent as it is today.

He also acknowledged that while the industry has come a long way, there is still much more to be achieved in making film marketing a truly integral part of cinema.