In a significant move, Dharma Productions, one of India's most prominent film production houses, has announced that it will no longer hold pre-release screenings for its upcoming films. This decision comes amidst a backdrop of controversy and industry-wide scrutiny, particularly with regards to the practice of paid reviews and extortion in the Bollywood film industry.
The announcement was made by Karan Johar, the founder of Dharma Productions, and his business partner Apoorva Mehta. In a joint statement, they explained that the decision was taken to maintain the excitement and experience of watching films in theaters. The statement read, 'After much deliberation, weve decided to forgo pre-release screenings for our upcoming films. However, we will continue to host screenings for the press on release day for timely reviews.'
This move has sparked mixed reactions within the industry. Some have praised Dharma Productions for their effort to preserve the theatrical experience, while others have expressed concern over the timing of reviews. The decision is seen as a bold step towards ensuring that audiences witness films as they were meant to be experienced.
One of the key reasons behind this decision is the growing concern about paid reviews and extortion in the film industry. Industry insiders have revealed that more than one reason motivated Dharma Productions to stop pre-release screenings. 'It is subtle statement to end corruption in a section of film critics, because when there are press shows, then monetary conversations happen for rigging the reviews.' This statement highlights the pervasive issue of corruption in film criticism.
The controversy surrounding pre-release screenings has been exacerbated by recent incidents involving Alia Bhatt's upcoming film Jigra . The film's director, Vasan Bala, was accused of sending an unfinished script to Alia Bhatt without his consent. This led to a series of clarifications and statements from both Karan Johar and Vasan Bala, which ultimately culminated in Dharma Productions' decision to halt pre-release screenings.
Industry insiders have extensively reported on the 'credibility crisis' in the Hindi film industry. Producers often engage in practices like paying 'trade influencers' on social media to hype their films and also engage in 'paid reviews'where a certain sum is locked in exchange for good ratings to a film. This practice undermines the integrity of film criticism and has led to a loss of trust among audiences.
The weeks leading up to the release of Jigra saw the internet getting convinced that Karan Johar had grabbed an unfinished script from director Vasan Bala and handed it over to Alia without his consent. This misinterpretation led to fan clubs fighting and all sorts of negativity surrounding the film. The controversy highlights the challenges faced by filmmakers in maintaining control over their work during the promotional cycle.
The promotional cycle of any Hindi film gearing for release begins with a teaser, followed by the trailer and then song units. Once these assets roll out, the makers decide if they want the actors to give media interviewsa practice that has gone down tremendously post-pandemic. The last end of the cycle is the press screening where the movie is shown to critics a day or two in advance.
Dharma Productions' decision to halt pre-release screenings is seen as a bold move towards ensuring that every viewer witnesses their stories as they were meant to be experienced. By doing so, they aim to maintain the excitement of the cinematic experience for all audiences.
The premiere of Jigra took place in Mumbai on Wednesday night, attended by various celebrities including Alia Bhatt, Vedang Raina, Rashmika Mandanna, Khushi Kapoor, Radhika Madan, Neetu Kapoor, Alias sister Shaheen Bhatt, Akansha Ranjan Kapoor, Karan Johar, Abhimanyu Dassani and others. The event was a star-studded affair with many of these celebrities showing their support for the film.
The movie's lead actress Alia Bhatt looked super-chic and stylish in a black tank top paired with white wide-leg pants. Her sister Shaheen Bhatt joined her, while her mother-in-law Neetu Kapoor also made an appearance to cheer on her 'bahu.' Rashmika Mandanna stole the show with her simple yet stunning outfita white t-shirt tucked into high-waisted denim.
Vedang Raina, who portrays Alias brother in Jigra , arrived in a laid-back all-black ensemble wearing a hoodie that proudly featured the name of Jigras director Vasan Bala. His casual yet cool appearance matched the vibe of the evening. Also in attendance was Karan Johar, the producer of Jigra, who made a public appearance alongside his business partner Apoorva Mehta.
The announcement has received mixed reactions from the industry. While some have praised Dharma Productions for their effort to maintain the theatrical experience, others have voiced concerns about the timing of reviews. The decision is seen as a necessary step towards ensuring that every viewer witnesses films as they were meant to be experienced.
Dharma Productions will continue to host press screenings on release day for timely reviews. This move aims to balance the need for timely feedback with the desire to preserve the excitement of watching films in theaters.
The film Jigra is set to be released on October 11, 2024. Directed by Vasan Bala, it stars Alia Bhatt and Vedang Raina as siblings in an action-packed narrative centered around a prison break. The film is backed by Karan Johar and Alia Bhatt, making it a significant production for Dharma Productions.
In conclusion, Dharma Productions' decision to halt pre-release screenings marks a significant shift in the film industry's promotional strategies. This move aims to address the issues of paid reviews and extortion while maintaining the excitement of watching films in theaters.
