"This (promotion) is a burden on film making. We should have a limit on it and reduce the amount. Sometimes the ratio is 1:1. I think this is a waste of money," he told IANS.

"Because of large money spent on promotion the film sometimes suffers, the director who has made a good film, the burden of promotion inevitably comes on the film. And the directors and actors are judged by the business the film is doing," he added.

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Irrfan suggested endorsement should be limited to awareness about a film that is coming.

"Audience decides what to watch or not on the trailer. Besides that all what we are doing is filling the space. I don't know how many people come to watch a film only because of promotion. Just an awareness and trailer that's enough for a film to get a fair audience," he added.

Earlier "Jazbaa" director Sanjay Gupta had also tweeted that "the smartest ones are not marketing strategists".

"It is the audience that knows and smells a film just by its trailer. All else is a reminder," he wrote on the micro-blogging site.

"There is a very long list of films that went to every nook & corner of the country to promote and sank without a trace at the box office," he added.

The film is set to hit the screens on Friday.