Amitabh Bachchan’s film career has spanned decades and he has been in the film industry when social media was non-existent, marketing a film was an unknown topic and when movies get lost in the ‘crowd’ if they were not promoted well. But he says the fate of a movie only lies in its quality.

The actor who is currently shooting for Shoojit Sircar’s “Piku”, has been regularly sharing some snapshots from the schedule for his ‘extended family’ on social networking platforms — whether the movie’s makers like it or not.

FullSizeRender“They wonder and send alarms to not publicise the pictures of the film PIKU…yet…for they jeopardise the marketing of the other projects I work on…which shall be released much ahead of this one,” Big B posted on his blog srbachchan.tumblr.com.

“But…I argue…no matter what strategy one may devise, if the film is not good, no amount of campaign genius by genius campaigners, shall change the fate of a bad film,” he continued.

His “Shamitabh” releases Feb 6, 2015. “There shall be marketing for that aggressively during December and January coming months,” he said.

The 72-year-old’s other film “Wazir” will release April 2015, and he says “that publicity can wait…or do they wish it were to come.”

“In today’s times when a billion mobile cameras follow you wherever you go, it is well nigh impossible to keep anything away from the public. So, might as well let them exploit the situation, than to get into any ugly spat with either the media or the organisers,” says Amitabh on the impossibility of hiding things from the public eye.

Meanwhile, his fans are enjoying every bit of the glimpses he’s sharing from “Piku”, in which he will be seen with Irrfan Khan and Deepika Padukone.