Jigra’s box-office failure has sparked scrutiny over Bollywood’s deep-rooted practice of paid reviews. Reports suggest Dharma Productions’ decision to end pre-release screenings signals an attempt to curb this trend.
Also Read: New OTT Releases This Week: Jigra, Vicky Vidya Ka Woh Wala Video, Amaran, and More
Industry insiders claim 70-80% of film reviews are bought, with rate cards detailing fees for influencers, media portals, and trade analysts. However, this system has led to extortion, as influencers threaten negative coverage over failed deals.
With only a handful of films succeeding in 2024, experts believe Bollywood needs better films, not just better marketing tactics.
