There was a time when the public’s verdict could make or break a film, but now it is social media influencers who set the tone. These self-proclaimed critics have often been accused of review bombing films.
But now, Bollywood has decided to put an end to the practice. Reportedly, the Indian Film and Television Producers Council (IFTPC) and the Producers Guild of India are planning a crackdown on influencers demanding hefty sums for positive reviews and targeting movies when refused.
Bollywood Producers, IFTPC Plan Crackdown On ‘Paid Reviews’
According to a report by Mid-Day, producers are uniting against social media influencers accused of review bombing films.
The IFTPC and members of the Producers Guild will meet on September 26 to propose a code of conduct. Plans include blacklisting offenders, enforcing paid content disclosure, and exploring legal action for defamation.
This move aims to tackle the growing problem of review bombing by social media influencers.
A producer, speaking on the condition of anonymity, alleged that many influencers demand huge payments for favourable reviews and slam films if denied. “We have influencers sending rate cards before release, demanding lakhs for ‘positive coverage.’ If you don’t play along, they upload a 10-minute slam piece the morning of release,” he said.
Another filmmaker blamed this practice for the “unnatural amount of hate” directed at War 2 and Param Sundari.
The CEO of IFTPC was quoted as saying, “We have drafted a robust set of suggestions and sent it to our solicitor. Once we receive notes from him, we’ll decide on the way forward. We’ll ensure that producers aren’t facing the brunt of this manipulation.”
Meanwhile, the Producers Guild of India vice-president called it a vicious cycle that needs to be broken.