Film critics expose how paid reviews dominate Bollywood
What's the story
The entertainment industry is seeing a boom in paid media, a practice that has gradually become an integral part of promotions.
Film critic Bharathi S Pradhan and trade analyst Komal Nahta recently spoke about this trend in an interview with ANI.
They discussed the increasing trend of paid reviews, influencer promotions, and social media marketing in the industry.
Nahta mentioned he receives daily offers for paid reviews, especially from newcomers in the industry.
Personal insights
'You are an ill-mannered person': Nahta's experience with paid media
Sharing his experience, Nahta said he was once approached for a paid review of an upcoming OTT film.
"A few days ago, someone said that a film is coming on OTT. So, we want a paid review. My reaction was, I said, you are an ill-mannered person. You don't know whom you are talking to," he said.
Further, he lamented how paid reviews have become rampant, adding, "90% of the journalists are writing reviews either for cash or kind."
Integrity upheld
Nahta and Pradhan refuse to engage in paid media practices
Despite the growing trend, Nahta and Pradhan refuse to engage in such practices.
"We are not dying for free lunches, free dinners. We have no interest in attending anyone's party," Nahta said.
Pradhan agreed and shared her experience with the growing trend of paid media.
Reflecting on her time at Free Press in the 1980s, she recalled when media exposure was limited and traditional reviews held significant weight.
Industry evolution
'This has been going on for a long time'
Pradhan stressed that dependence on paid media isn't entirely new.
"This has been going on for a long time," she said, adding, "The current trend is just a continuation of what has existed for decades."
Further, she highlighted the role of influencer partnerships in today's entertainment marketing, underlining how influencer-driven campaigns have altered the marketing of movies, shows, and music.