In a notable moment of industry solidarity, actor Hrithik Roshan recently threw his support behind his former co-star, Yami Gautam, after she courageously spoke out against the increasing trend of “paid film hype” in Bollywood. This practice, where money is allegedly exchanged to artificially generate positive buzz or, conversely, prevent coordinated negative publicity, was strongly criticized by Yami as a harmful form of ‘extortion’ that threatens the integrity of the film industry.
Yami Gautam, known for her candidness, took to social media to voice her concerns just ahead of the release of a film directed by her husband, Aditya Dhar. In a detailed post, she exposed what she called a “monster of a trend” that is quietly becoming normalized.
She described a disturbing scenario funds are allegedly paid out, under the guise of marketing, to ensure a film gets a favorable “hype.” Her core grievance was the darker side of this exchange: if a payment is refused, the film or its creators might face a barrage of continuous negative commentary—sometimes even before the film is released—until the demand for payment is met. Yami stated that this manipulation, which can be used both to elevate one project and spread negativity against another, feels nothing short of “extortion.”
She stressed that allowing this system to flourish is a “plague” that will have a damaging effect on the future of Indian cinema. By creating a false sense of success or failure, it takes the focus away from a film’s actual quality and the audience’s genuine reaction. Yami urged her peers—producers, directors, and fellow actors—to unite and actively discourage this practice before it causes irreversible harm.
The post quickly garnered attention, but the most significant support came from Hrithik Roshan, who had starred with Yami in the film Kaabil. Hrithik not only validated her concerns but added a powerful perspective on how this trend undermines a critical element of the industry: genuine critique.
In his response, Hrithik highlighted that the greatest loss in this “paid hype” scenario is the “journalist’s true voice.” He emphasized that when opinions are bought and sold, the golden opportunity for honest feedback is lost. Filmmakers, according to Hrithik, rely on genuine opinions—both positive and negative—to help them evolve and grow in their craft.
When feedback is manufactured, that chance for growth is usurped, depriving everyone involved—from journalists to creative teams—of the potential for job satisfaction that comes from sincere effort and honest assessment. His support was a strong statement from a major industry figure, validating Yami’s concerns and turning the spotlight onto the issue of manipulated publicity. To know such updates, stay tuned to tellyboosters.com Thank you!
