India’s Hindi-language film industry, often painted as a world of glitz and glamour, is grappling with a serious issue that threatens its credibility: the widespread practice of paid reviews. Behind the dazzling façade of star-studded premieres and blockbuster hits lies a world where perception is often manipulated, box office numbers are inflated and success is strategically manufactured rather than earned. An investigation report by Al Jazeera sheds light on several such aspects that plague the film industry.
The promotional cycle of a Bollywood film follows a standard pattern: first comes the teaser, then the trailer and finally, song releases. Actors might participate in media interviews, but this practice has dwindled significantly post-pandemic. The cycle culminates in press screenings, where critics watch the movie before its public release. These screenings often come with embargoes, preventing reviews from being published before a specified time. If the production house is confident, they may allow reviews to be published immediately.
However, as one senior executive from Yash Raj Films (YRF) told Al Jazeera, an estimated 70-80 percent of these reviews are paid for. The executive admitted, “Paid reviews are as much a part of this business as any other.” This sentiment was echoed by over 20 film professionals, critics, PR executives and social media influencers who confirmed that unbiased reviews are increasingly rare, Al Jazeera reported.
The process of securing positive reviews is highly structured. According to the Al Jazeera report, PR firms send out detailed rate cards to producers, outlining the costs of various promotional services. These include live tweeting from cinema halls, assigning high star ratings and writing glowing reviews. Trending a film on social media with hashtags, memes and influencer endorsements is also part of the package. For those willing to invest heavily, long-term packages cover everything from the first teaser release to post-release hype.
Producers justify these practices by claiming that while reviews cannot turn a bad film into a hit, they can influence box office performance by 10-15 percent in the first week, the report further said. This is crucial in an industry where a film’s fate is often sealed within its opening weekend.
The YRF executive further told Al Jazeera, “There’s a menu card, literally. You pick what you want, and there’s a rate for everything.” However, the price of manufactured hype doesn’t come cheap. Some of India’s top news organisations, entertainment portals, trade analysts, social media reviewers and content creators all have their own rate cards, offering everything from positive articles to strategically placed social media trends, the report further stated.
Deals with established media outlets, a handful of entertainment portals and well-known trade analysts are often sealed in advance, with costs ranging anywhere from Rs 50,000 to Rs 4,50,000. While mainstream media houses typically shy away from outright paid reviews, a cushioned critique — where harsh words are softened — often comes as part of the package, Al Jazeera report read.
In contrast, arrangements with influencers and independent critics operate in a more shadowy space. As per the report, these deals, often settled in cash, are typically struck just before a film’s preview screenings. The less buzz a movie generates, the steeper the price to manufacture excitement.
Bollywood is not just India’s most lucrative film industry, it is also a significant instrument of soft power with a global fan base. India produces nearly 1,800 films a year in about 20 languages, but Bollywood, despite making up only 10 percent of this output, dominates the conversation. The industry generates a staggering gross revenue of $2.2 billion annually.
In a bid to control the narrative, production houses have long courted social media critics and influencers, flying them to Mumbai for exclusive previews, pampering them with luxury hotel stays, showering them with gifts — sometimes even iPhones — and, of course, paying them for glowing reviews, Al Jazeera report stated.
However, the landscape is evolving at a breakneck pace. “But more and more people spring up every week. And now it’s got to a point that if you don’t give money to some of these guys, they will start slamming your film. It’s complete extortion,” a film director told Al Jazeera.
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