Dharma Productions, the powerhouse behind numerous Bollywood hits, has taken a bold step by announcing the discontinuation of pre-release screenings for critics, effective immediately. This decision, starting with the Alia Bhatt-led film ‘Jigra,’ has sent shockwaves through the industry, sparking a heated debate about the integrity of film reviews.
The move comes amidst a series of controversies surrounding the film, including online rumors alleging that Karan Johar, the head of Dharma Productions, acquired an unfinished script from director Vasan Bala and passed it on to Alia Bhatt without his consent. While Johar vehemently denied the allegations, calling them a “gross misinterpretation,” the incident fueled speculation about ethical practices within the industry.
Dharma Productions, in a statement, declared that they are prioritizing the audience experience above all else, stating that they believe “every viewer, including our friends in the media, witness our stories as they were meant to be experienced.” This decision aligns them with another major production house, Yash Raj Films, which has similarly adopted a policy of excluding critics from pre-release screenings.
However, industry insiders have revealed that Dharma’s decision stems from more than just the desire to protect the integrity of their films. Sources within Dharma have suggested that the move signals a shift in power dynamics, placing the audience, rather than critics, at the helm of judging a film’s success.
Furthermore, this policy is believed to be a direct response to allegations of corruption within a section of film critics. A Dharma insider, speaking anonymously, revealed that press screenings often lead to monetary exchanges for biased reviews. “When there are press shows, then monetary conversations happen for rigging the reviews. This way, review management might stop because Bollywood right now is in a severe credibility crisis,” the source shared with The Indian Express.
These allegations are not new. Reports of producers paying influencers and critics for favorable reviews are common in the industry. A prominent filmmaker confessed to The Indian Express that some critics offer positive reviews for payments ranging from ₹15,000 to ₹60,000 per tweet. The filmmaker further expressed concern over the potential for both positive and negative reviews to be manipulated. “If you can buy a positive review, you can very well plant negative reviews as well. When there is so much at stake, egos are high and the market so vulnerable, you don’t want to take any chances with negativity spoiling the party,” they said.
A media management executive echoed these concerns, stating that Dharma’s move could help stop the “extortion” of film reviews. The executive believes that if more production houses follow suit, it could restore trust in reviews and encourage genuine word-of-mouth promotion. “The sanctity of movie reviews and reviewers has become non-existent,” the executive said.
Dharma Productions’ bold decision has sparked a debate about the future of film criticism in Bollywood. While some applaud the move as a step towards addressing corruption, others fear it could stifle genuine criticism and hinder the growth of the film industry. Only time will tell if this strategy will prove successful in restoring credibility and ensuring a fair playing field for both filmmakers and critics.
