Producer, director and screenwriter Nikkhil Advani, known for blockbuster hits such as Kal Ho Na Ho, Salaam-E-Ishq feels that it is important to venture into films that are high on creative content as the audiences these days not only like such content, they revel in it.

Advani who is on the jury of one such award that recognises the sheer love of making good engaging low budget cinema, News18.com REEL Movie Awards said, "It is the most important thing to recognize creative risk in an atmosphere where the only thing that matters are Friday openings and first-day first-shows." He continued, "Audience is getting smarter and rejecting films that do not entertain them including that of big stars. As filmmakers and studio heads we need to take notice of this. When a studio believes in the content, there is a vast talent out there to tap into. People are supporting good cinema with or without the stars in it."

The News18.com REEL Movie Awards along with presenting partner Reliance Digital that will honour and recognize the best of talent in cinema and digital are set to happen on 20th March 2018. The show will be hosted by Cyrus Broacha and will witness the presence of celebrated personalities from the Indian film industry.