New Delhi: Yami Gautam recently spoke out against a worrying trend in Bollywood where films use paid hype to get attention before their release. She called this practice a “plague” that can harm the whole industry.
Yami urged producers, directors, and actors to stop this trend and protect the true joy of filmmaking. Hrithik Roshan supported her, highlighting the importance of honest opinions and freedom of expression for the growth of cinema.
Yami Gautam’s concern about paid hype
Yami Gautam took to her social media to address a troubling trend in Bollywood. She said, “This so-called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things, until you pay ‘them’ money feels nothing but kind of extortion.” She called this paid hype and negativity a plague that is damaging the future of Indian cinema. Yami stressed that this “monster of a trend” will eventually harm everyone involved if it continues unchecked.
Call for industry unity
Yami mentioned that this harmful practice is avoided in the South Indian film industry because of their strong unity. She urged, “I urge our esteemed producers, directors & actors to come together to arrest this termite of a culture at this stage itself & discourage it.” She spoke from personal insight as the wife of a hardworking filmmaker, emphasising her wish for Indian cinema to reach its full potential without the influence of paid hype. Yami added, “Let’s not kill the joy of filmmaking & presenting it to the world & letting the audience decide what they feel. We need to protect our industry environment.”
Hrithik Roshan’s support
Hrithik Roshan backed Yami Gautam’s views and highlighted the significance of honest journalism. He wrote, “More than anything, the golden thing that gets lost and leaves them and all of us impoverished is the journalist’s true voice, a chance for them to inform all the creative forces behind a movie what they felt, thought, what they applaud and criticise.” He emphasised that true opinions and freedom of expression help movies grow. Hrithik added, “Without freedom of expression, without the truth helping us evolve, what job satisfaction can they or any of us hope for?”
Recent work
Yami was last seen in the film Haq, a courtroom drama that received good reviews and did well at the box office. Hrithik’s most recent film was War 2, which was released on Independence Day but did not succeed critically or commercially. Their shared concern reflects a strong desire to maintain honesty and artistic integrity in Bollywood for the future of Indian cinema.