In October 2024, Karan Johar’s Dharma Productions was gearing up nervously for the release of its Hindi-language thriller Jigra [Courage]. Few could have predicted that the once-dominant production house, known for creating some of Bollywood’s most beloved films, was facing significant financial struggles. Since 2019, most of Dharma’s films have failed to perform well at the box office. By 2024, only one of the four films released that year had recouped its costs, leaving the studio grappling with a dramatic decline in profits—from $1.2 million in 2023 to just $68,135 in 2024.
Even more troubling, reports indicated that Dharma’s directors and managers hadn’t been paid for months, and Johar was in talks to sell a 50% stake in the company. Despite these challenges, Dharma tried to maintain the illusion of Jigra’s commercial success. The film, which starred Bollywood star Alia Bhatt and had been produced on a budget of 800 million rupees ($9.2 million), was expected to be a hit. However, insiders were already doubtful, and whispers began circulating that the film was unlikely to perform well at the box office.
The Illusion of Success: How Bollywood Manipulates Public Perception
In the lead-up to Jigra’s release, Dharma’s marketing team went into overdrive, trying to create a buzz around the film. They claimed that the trailer garnered over 40 million views in just 24 hours and shared enthusiastic reactions from fans on social media. However, these “fan comments” were largely from influencers, content creators, and individuals connected to the film—raising questions about their authenticity. The reality was that the film’s reception wasn’t as positive as the marketing machine would have audiences believe.
Johar’s statement to the media on October 7, 2024, highlighted the growing issue within Bollywood: paid reviews. He announced that Dharma Productions would no longer hold pre-release screenings for critics—a decision that affected the growing community of film reviewers, particularly YouTubers and social media influencers who had become an influential voice in film promotion. By severing ties with critics who required payment for positive reviews, Johar indirectly admitted that paid reviews were a significant part of the industry’s strategy.
The Dark Side of Bollywood: Paid Reviews and Rate Cards
The practice of paying for reviews in Bollywood has long been an open secret, with insiders acknowledging that 70-80% of reviews are bought. These paid reviews play a critical role in shaping box office performance, especially when films rely on star power and marketing budgets rather than storytelling and creativity. But paid reviews are not the only form of manipulation at play. Bollywood’s PR firms provide detailed “rate cards” to producers, offering a variety of promotional services designed to create a buzz around a film before its release.
These rate cards include services such as live tweeting about a film’s release, securing high star ratings, and writing glowing reviews—all aimed at influencing public opinion. Social media campaigns, where films trend with specific hashtags, memes, and viral content, are part of these packages. Producers can purchase several months-long deals, which help to build momentum for a film even before it hits theaters. These deals are designed to ensure the film remains in the public’s eye, often emphasizing the film’s poster, trailer, songs, and even box office predictions.
The Impact of Paid Reviews: Stifling Creativity and Innovation
The widespread use of paid reviews creates a culture where the success of a film is less about its artistic merit and more about its ability to secure favorable reviews through financial backing. While this marketing-driven approach may seem effective in the short term, it has long-term consequences. The most immediate of these is that films with weak scripts or subpar acting can gain traction simply because they have the right amount of money behind them.
For emerging filmmakers or smaller productions, it becomes increasingly difficult to compete in an industry dominated by major studios and heavy marketing budgets. Independent films that may have genuine artistic value often fail to gain the attention they deserve, as the marketing juggernaut behind big-budget films creates a narrative that overshadows their true merit. Moreover, audiences are misled, often spending money to watch films that don’t meet their expectations, which erodes trust in the industry.
A Distorted Industry: How Paid Reviews Create an Echo Chamber
The practice of paying for reviews ultimately leads to a distorted view of the film industry. When critics and influencers are paid to promote films, they create an artificial sense of success, leading audiences to believe that certain films are hits when, in reality, they may not be. This creates a self-perpetuating cycle where films with significant financial backing dominate the conversation, regardless of their actual quality. As a result, films that fail to secure marketing deals or pay for reviews are often ignored, leading to missed opportunities for talented filmmakers and fresh stories.
It’s important to note that paid reviews are not confined to just a few films. According to more than 20 film professionals, critics, PR executives, and social media reviewers, paying for positive press and reviews has become a normalized practice in the industry. Many of them struggled to identify films that hadn’t engaged in such practices. The idea of paying for puffery has become so entrenched that it’s often seen as a necessary part of the filmmaking business, rather than something to be criticized.
Breaking the Cycle: The Need for Transparency and Authenticity
For the Bollywood film industry to regain its credibility, there must be a shift toward transparency and authenticity. While marketing will always be a part of the film business, it should not come at the expense of honest criticism. Paid reviews only serve to further muddy the waters, making it harder for audiences to differentiate between genuinely great films and those that are merely products of successful promotional campaigns.
Moreover, Bollywood must create an environment where independent filmmakers and smaller productions have a fair chance to succeed. This means allowing films to be judged on their merit rather than the size of their marketing budgets. Independent critics, film festivals, and platforms that offer unbiased reviews could play a pivotal role in this shift, helping audiences make more informed decisions and giving smaller films a chance to thrive.
A Call for Change in Bollywood’s Promotional Practices
The world of paid reviews and fabricated narratives in Bollywood highlights a larger problem within the film industry: success is often determined by money, manipulation, and market forces rather than creativity and talent. While some may argue that paid reviews are simply a part of doing business, the truth is that they contribute to a toxic cycle where the industry’s focus shifts from authentic storytelling to orchestrated hype. This system not only misleads audiences but also stifles the innovation and diversity that Bollywood needs to evolve.
For the industry to thrive, there must be a movement towards integrity in film criticism and a fairer system for promoting films. By fostering transparency and ensuring that films are judged by their merit, Bollywood can reclaim its status as a leader in global cinema, offering audiences more meaningful and diverse content. Only then will the true art of filmmaking shine through, free from the constraints of paid reviews and promotional manipulation.
