MALAYSIAN film industry figures must stop pointing the finger at the audience whenever a movie flops at the box office, said veteran actor and producer Datuk Rosyam Nor.
Instead, the 59-year-old managing director of Suhan Movies and Trading urged filmmakers to look in the mirror and re-examine their production standards, commercial appeal and marketing strategies.
He stressed that viewers are paying customers who deserve well-packaged, high-quality content, no matter the genre.
"Audiences are never in the wrong. They are the buyers. Serve them delicious food beautifully packaged, and buyers will come. Movies work the exact same way," Rosyam remarked during a meet-and-greet session with Anugerah Bintang Popular Berita Harian 2026 nominees at MyKart Raceway in Shah Alam recently.
"Even with epic films, do they possess high commercial value? Are the cast members bankable? Who is steering the ship as director? That is simply the reality of cinema."
The seasoned star noted that only a small fraction of weekly local releases manage to become breakout hits.
"It is not a question of genre, but one of marketing and quality."
To illustrate his point, Rosyam pointed to director Chiu Keng Guan's rally-themed feature 'Terbang'.
He noted that despite Chiu's past success with the blockbuster 'Ola Bola', rally racing has a niche appeal in Malaysia compared to football.
Combined with a lead actor who lacks mass star power, the film faced an uphill struggle at the box office despite its cinematic quality.
Rosyam emphasised that without a proper promotional budget, even solid, well-made films often remain invisible to moviegoers.
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