Actor Yami Gautam has strongly opposed the Bollywood habit of using sponsored hype to promote movies, and her co-star Hrithik Roshan in “Kaabil” has backed her.
The 37-year-old actor criticized the unfavorable press around her husband Aditya Dhar’s next movie “Dhurandhar” in a note posted on her X handle on Thursday. On Friday, “Dhurandhar” opens in theaters.
“I’ve wanted to say something for a very long time. I think today is the day, and I have to. This so-called trend of donating money under the premise of marketing a movie to guarantee positive “hype” for a movie is developed, or else “they” will keep writing terrible things (even before the movie is published) until you give “them” money, which feels like extortion.
“Just because this arrangement is accessible to anyone, whether to ‘hype’ a film or spread negativity against another actor/a film is a plague that is going to affect the future of our industry in a big way,” she stated in her statement.
Everyone will be impacted by this tendency, according to Gautam, and it won’t be a “pretty picture for many” once the reality of this behavior is revealed.
Yami Gautam, who is well-known for movies like “Uri: The Surgical Strike,” “Bala,” and “Vicky Donor,” noted that while such “trends” don’t occur in the South Indian film industry because artists there remain unified, Hindi cinema also needs to take similar action.
“I say this as the wife of an incredibly honest man who, together with his team, gave this movie his all through unwavering perseverance, vision, and hard work to create something that I know India will be proud of. As a very concerned member of the fraternity, I say this because, like many other professionals in the industry, I want to see Indian film reach its full potential rather than the other way around.
“Let’s not ruin the fun of making movies, showing them to the world, and letting viewers determine how they feel. “We must safeguard the environment of our industry,” Yami Gautam stated. Her “Kaabil” co-star Hrithik Roshan backed the actor on X, claiming that this kind of behavior eliminates journalists’ genuine voice and their ability to “inform all the creative forces behind a movie what they felt, thought, what they applaud and criticise.”
“Where feedback aids in our evolution, only genuine opinions have the potential. They unintentionally hijack our opportunity to progress as well as their own right to freedom. What kind of job satisfaction can they or any of us expect in the absence of freedom of expression and the truth’s role in our evolution? Ranveer Singh appears in “Dhurandhar” with Sanjay Dutt, Akshaye Khanna, Arjun Rampal, Sara Arjun, and Rakesh Bedi.
