Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.
Meta closed its Edits Film Festival with a filmmaker who earns more from Instagram than cinema. The platform angle everyone ran is already old. The real story is what creators are now expected to prove when a platform asks them to switch tools.
The Edits Film Festival concluded in Mumbai today, with filmmaker Farah Khan as special guest alongside jury members Ahsaas Channa, Dolly Singh, Nikhil Taneja and Rajeev Masand, and over 100 content creators in the audience. The festival awarded its winners, Ishank Gupta, Sanya Rohillaa and Ahsan Vazir, for their storytelling and use of Edits for editing their content.
The surface story writes itself: platform sponsors festival, filmmaker shows up, winners announced. But the mechanism underneath it is more interesting, and more commercially loaded, than most of the coverage suggests.
The festival drew over 200 entries from across India. Submissions commenced in August with a 45-day window, where creators were invited to submit content made from unpolished videos in their camera roll, edited using Edits, Instagram's video editing app. What Meta asked for, specifically, was proof that a standalone editing tool could turn raw footage into something worth screening at a physical festival.
Farah Khan shared her approach to content creation, emphasising the importance of spontaneity, relatability and authenticity, and spoke about how her approach to creating Instagram Reels differs from the planning involved in making feature films for theatres.
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