Yami Gautam calls out 'paid-hype' culture to promote movies
India, Dec. 5 -- A
ctor Yami Gautam Dhar took to X on Thursday to criticise what she calls a rising "extortion-like" trend in Bollywood, where certain groups allegedly demand money as "marketing fees" to ensure positive coverage, and threaten negative write-ups if filmmakers refuse. She warned that the practice is damaging the industry's creative atmosphere and must stop.
Posting a day before the release of her husband Aditya Dhar's Dhurandhar, Yami wrote that negative stories are sometimes pushed "even before the film is released" unless payments are made. Calling it a "monster" normalised over the years, she urged producers, directors and actors to stand united and reject the practice. She added that she was speaking both as Dhar's wife, praising his honesty and hard work on the film, and as a concerned industry member who wants Indian cinema to "protect its environment" and let audiences decide for themselves. Dhurandhar, starring Ranveer Singh, Sara Arjun, Akshaye Khanna, Arjun Rampal, Sanjay Dutt and R. Madhavan, releases today.
Responding to her post, Hrithik Roshan, her co-star from Kaabil, said paid hype undermines journalistic integrity and deprives filmmakers of honest feedback essential for growth. (See his comments on right) HTC...
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