pune noted filmmaker onir on thursday said the dynamics of consumerism in filmmaking can have a serious impact on the youth hence it was important for the youth to be vocal about what they wanted to seethe filmmaker was speaking during a panel discussion on cinema and youth organised by i2it as part of its annual technology and management fest dhruv 2011other panelists included actor rajit kapur head of direction department at the film and television institute of india ftii sandeep chatterjee kathak exponent rujuta soman film critic maithili rao and painterpoet sanjay khandekartoday most bigbudget films are made by corporates who are more interested in the economics of moviemaking they are not passionate about film as an artistic medium the kind of cinema we see today is a result of sustaining a certain power structure put in place by them said onir whose forthcoming film i am could not get the backing of financiersi was told by them we dont want to see serious stories i personally think there is a young audience that wants to participate in issues that are part of their lives said onir who raised the money from the publickapur expressed apprehension about the youths perception of cinema and its grandeur i see a lot of young kids pressured by their parents to enter this line because they think it will give them fame and money this is not right because one is consuming only the glamour aspect having aspirations that are not necessarily passionbased said kapurour lives today are being more or less ruled by images and how they impact the youth is my greatest concern are we seeing something new in terms of film visuals or is it something old fitted in a new garb and made believable in a new avatar asked chatterjee according to khandekar the whole aspect of appreciating artistic aesthetics has changed every artistic medium today has been reduced to the status of a product in consumerist society because it is expected to be performanceoriented it has given rise to an algorithmic culture wherein the predictability factor instrinsic to the arts has been removed leading to predictabilitymoreover character depictions in films and serials is only breeding negativity said kapur creating a balance is important he said