The director, whose last two releases "Singham" and "Bol Bachchan" crossed the magic figure at the box office, has been frantically promoting "Chennai Express" with its actors Shah Rukh Khan and Deepika Padukone everywhere.
"Film publicity has become a monster. I keep joking with my team that a film should have two directors like directed by and promoted by. It almost takes two months to promote a film and then you have to deal with so many speculations. You have to live with that and fight that. You are losing sleep even before the Friday," Shetty told PTI.
He has so far managed to win the heart of his audience despite often not getting good reviews, thus earning the tag of 'critic proof'. But Shetty is aware that he has to break his own record with his upcoming release to prove himself at the box office.
"This 100 crore thing has become a burden for me now. If my film makes 99.9 crores, it will be a hit but people will say 'Oh, it did not make 100 crores'. The scary part about our job is that it depends on a Friday. With two Fridays gone, you are back to where you started," says the director, who was in the city to promote the film, releasing this Friday.