Why Dharma Productions Ended Advance Screenings for Critics
Dharma Productions, known for its strong promotional strategies, has made a bold move by discontinuing press screenings for critics, starting with Alia Bhatt’s Jigra. The shift has caught the attention of Bollywood enthusiasts and critics alike, leaving many to question the reasons behind this change.
Paid Reviews and Industry Speculation
Sources suggest that the move might be aimed at countering issues like paid reviews and undue pressures from media circles. Some critics have reportedly demanded favorable coverage in exchange for perks, making it challenging for production houses to maintain a fair representation of their films. Dharma’s decision to end these screenings could be seen as a step toward transparency and letting the audience form unbiased opinions.
Controversy Surrounding Jigra’s Script
The timing of the announcement aligns with the release of Jigra, a film that faced its share of controversies before release. The internet buzzed with allegations that Karan Johar took an incomplete script from Vasan Bala and reworked it with Alia Bhatt in the lead role. Despite clarifications from both sides, the negative press might have influenced Dharma’s new strategy of bypassing early reviews.
How This Move Could Impact Bollywood Promotions
The absence of advance reviews means that the initial audience reactions will play a more significant role in shaping a film’s reputation. For Jigra, this could either work in favor of building suspense or could backfire if early feedback from viewers is not positive. This change could also prompt other Bollywood production houses to reevaluate their promotional practices, potentially shifting the power balance between critics and filmmakers.
A New Era for Bollywood?
Dharma Productions’ decision could signal the start of a new approach in the industry, where films are judged directly by audiences without the prelude of critic reviews. While this may reduce negative stories around a film’s release, it also places more pressure on the actual content and public reception. As Jigra sets the stage for this experiment, the industry watches closely to see if this strategy will pave the way for a new era in Bollywood film marketing.
A Bold Strategy Amid Changing Industry Dynamics
The decision by Dharma Productions to end advance press screenings with Jigra marks a significant shift in Bollywood’s promotional tactics. While the reasons may range from concerns over paid reviews to strategic responses to controversies, the ultimate impact on the industry remains to be seen. As fans and critics alike adjust to this new normal, the success or failure of Jigra could define the future of film promotions in India.
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