There have been innumerable times when I have woken up to brilliant reviews of certain new releases, especially films, and after I watched them in the theatres, I realised that they are nothing but a load of rubbish. This is the wild world of movies. The job of people working in the industry is not just limited to making films. Nowadays, they even control the social perception of a film with the power of money. Sketchy producers throw cash at certain people, who may or may not have a decent number of followers on social media, to whip up rave reviews for downright average films. These hired wordsmiths go on to sprinkle glitter on mediocrity and make it sound like a blockbuster.
It messes with honest opinions and tricks moviegoers.
Karan Johar opened up about being a participant in this chess game. According to Indian Express, he owned up to this saying that as a producer, he isn’t above paying people to say decent things about average films that are struggling at the box office to alter perceptions about them.
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“If you notice, those people who do those vox pops outside cinemas, the ones who are walking up to talk are all wanting to say the most sensational things. The real audience has slipped out and gone away. But some people are giving loud reactions because they want to go viral. Now, to go viral, they’re f*cking us,” he said.
Karan Johar goes on to add, “But sometimes, we also as PR send our own people to praise the film, that also happens. sometimes you’re also struggling to make a mark. As a producer, you will make every last-ditch attempt to make your film be heard. So, while I may critique criticism, I’m also riding on their backs when they praise a film… I change with every film. Some films work on their own, so I can take the high ground and stay quiet. Some films are average, so we need to give the impression that they’re doing better than they actually are.”
So the next time you read a glowing review of a film, make sure to triple-check if it’s genuine or just a paid-for praise party.