Mumbai, Nov 4 (IANS): In his over four decade-old film career, Amitabh Bachchan has seen days when promotions and marketing were almost nil, as well as those days, where movies get lost in the 'crowd' if not promoted well. But he says the fate of a movie only lies in its quality.

The actor is in Kolata to shoot for Shoojit Sircar's "Piku", and 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.

"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 further wrote.

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."

It's tough to hide "anything" these days, he feels.

"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 0exploit the situation, than to get into any ugly spat with either the media or the organisers," he added.

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.