What began as a marketing tactic to boost cinema attendance is now a growing concern for film producers, studios, and actors. The trend of paying trade analysts, influencers, and select news outlets for favorable reviews and social media posts is becoming problematic. Many in the entertainment industry argue that this practice is not only excessive but also backfiring. This is because audiences are increasingly seeing through the tactic of paid positive reviews when the quality of the film or show doesn’t match the hype.
Where does the issue lie?
In some instances, producers and studio heads claim that failing to pay these individuals can lead to negative reviews and harmful posts. For example, earlier this year, actor Vidyut Jammwal accused a trade analyst of demanding a bribe for a positive review of his film Crakk. Similarly, the makers of the period drama Kalki 2898 AD sent a legal notice to two trade analysts for allegedly reporting inaccurate box office numbers. They beleive that this report damaged the film’s performance.
Not the right way!
A senior executive at a film studio, who wished to remain anonymous, criticized this trend, blaming producers and their public relations (PR) agencies for fueling it. The executive noted that paying for positive reviews is pointless if the film fails to resonate with audiences. Post-pandemic, it has become common for producers to engage with self-proclaimed trade analysts and micro-influencers on social media. In fact, they spend anywhere from ₹50,000 to ₹3 lakh, with some long-term deals reaching up to ₹10 lakh.
These deals often involve inflating box office figures by using metrics like worldwide gross instead of domestic net, to create an illusion of success in the first week. However, the tactic rarely works beyond the initial period, as audiences quickly sense when the narrative is artificially manipulated.
Independent film distributor Akshaye Rathi highlighted the irony of producers spending lakhs on such tactics while simultaneously bargaining with exhibitors and distributors for minimal increases in box office shares. He criticized the current trend of relying on individuals with no real understanding of the film industry. He believes this is creating a toxic environment where producers are held to ransom.
Audience is the king, ultimately!
Film producer and industry expert Girish Johar called the trend a “marketing tool gone bust,”. He emphasizes that while producers may feel compelled to go all out in promoting their films, audiences ultimately rely on their own judgment.
