Renowned filmmaker and producer Karan Johar has sparked a massive debate across the entertainment industry after calling for an end to the aggressive public relations culture currently dominating the film world. Speaking at a recent media interaction, the Dharma Productions head expressed deep concern over how manufactured hype is overshadowing actual talent and cinematic craft.
Johar noted that the industry has entered a phase of “PR overdrive” where every compliment and achievement seems to have a price tag. He argued that the lines between genuine audience appreciation and paid marketing campaigns have become dangerously blurred. According to Johar, the current trend of “method marketing”—where actors remain in character or use elaborate gimmicks during public appearances—is distracting from the quality of the films themselves.
The filmmaker explained that when everything from a “gorgeous” comment on social media to being labeled the “best actor” can be bought, it becomes impossible for even industry veterans to gauge what is actually connecting with the public. He admitted that the sheer volume of curated content has become confusing, making it difficult to distinguish organic success from a well-funded campaign.
The core of Johar’s message was a plea for the industry to return to a time when work spoke for itself. He suggested that both established stars and newcomers should focus more on their performances and storytelling rather than maintaining a 24/7 curated public image.
While he acknowledged that marketing and publicity are essential tools for the movie business, he emphasized that they should be treated as professional categories rather than a tool for constant, artificial visibility. He reminisced about earlier decades in cinema where a trailer and good music were enough to build anticipation, contrasting it with today’s “exhausting” promotional cycles that often last months.
The director’s unfiltered comments have sent ripples through the film fraternity. By criticizing the reliance on “gimmicks”—such as specific wardrobe choices or staged public stunts—he has challenged the standard operating procedure for modern movie launches.
Johar’s stance is particularly notable given his own history as a master of buzz and high-profile branding. His move to call out the “overdrive” suggests a shift in perspective, perhaps signaling a broader change in how major production houses might approach film releases in the coming years.
The discussion now centers on whether the industry is brave enough to step back from the PR machine. If filmmakers follow Johar’s lead, the future of movie marketing could see a return to simplicity, placing the spotlight back on the screen rather than the social media feed. To know such
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