Kay Kay Menon, the management graduate-turned-actor who has been in Bollywood for over a decade, feels cinema is being misused as most of them are riding on marketing gimmicks while content has taken a backseat.

“Marketing has taken over content today and I have serious objections to that. It is the job of marketing people to think of creative ways to publicise a film. Just adding an item number in the film is not marketing,” Kay Kay told.

“I don’t subscribe to such nonsense. If the content of the film is good, it wouldn’t require an item number to make it work,” he added. The 48-year-old feels filmmakers’ focus has shifted to other not-so-relevant aspects of movies; as a result the content of the film is being compromised with.

“Cinema is being misused today. Filmmakers today focus more on which dance step should be better for an actor, how the music should be packaged; as a result content becomes secondary,” he said.

The management graduate sailed into films on Saeed Akhtar Mirza’s 1995 release. “Naseem”, but it was his role in Sudhir Mishra’s “Hazaaron Khwaishein Aisi” that brought him into the limelight. Later his role as DCP Rakesh Maria in “Black Friday” won him critical acclaim.

Like many others, in his early years Kay Kay too worked in TV shows such as “Pradhan Mantri” and TV movies like “Zebra 2″ and “Last Train To Mahakali”. The actor, who has been a part of some of the meaningful cinematic offerings like “Corporate”, “Honeymoon Travels Pvt Ltd”, “Sarkar” and “Life in a…Metro”, blames the audience for promoting what he calls “trash”.

“The filmmakers are succeeding in promoting trash because people are lapping it up. It is sad to see that nobody is standing up and raising voice against it. Filmmakers should be confident of the product they are offering to people,” said Kay Kay, who will now be seen in a “glorified” cameo in forthcoming film “Bhindi Baazaar.Inc” about pickpocketing.

The film releases June 10. Bollywood is ruled by stars, but Kay Kay doesn’t believe in the “star” tag and says he is happy being an actor rather than a star. “Being a star has nothing to do with acting. The other actors are stars because of the lifestyle they lead and their surrounding per se. I can’t lead that life. I am comfortable with the life I lead and I am happy being an actor. I want to inspire with my work at all point,” he said.

Many actors are stepping behind the camera, by turning producer or director. Asked if Kay Kay ever plans to step behind the camera and venture into direction, he said: “I believe in specializing. And I am a specialised actor. I can’t be a jack of all trades. If some day I get bored of it, I would think of doing something else.”After “Bhindi Baazaar Inc”, Kay Kay will show off his comic skills in Sagar Ballary’s “Bheja Fry 2″ with Vinay Pathak and Suresh Menon.