Actor on Thursday shared a detailed note on social media, appealing to her peers in the film industry to step away from the growing trend of manufacturing ‘hype’ through aggressive marketing strategies.
Referring to and hinting that the film may be getting unfairly targeted by cancel culture, she spoke passionately about the immense effort her husband and director, invested in bringing the project to life.
Yami also called out the rise of paid campaigns that deliberately push negativity about a film or an artist, stressing how damaging such tactics can be for creators who pour years of work into their craft.
© Instagram/Yami Gautam
She wrote, “There is something iv been wanting to express since really long, I feel today is that day & I must . 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 (even before the film is released), until you pay ‘them’ money feels nothing but kind of extortion. Just because this arrangement is accessible to anyone- whether to ‘hype’ a film or spread negativity against another actor/a film is a plague that is going to affect the future of our industry in a big way. Unfortunately if anyone feels- it’s harmless & let’s do it because it’s the new ‘normal’, is mistaken. This monster of a ‘trend’ is eventually going to bite everyone. If truth is exposed about a million things under the garb of who & what ‘success’ is over the past 5 years esp , unfortunately it’s not going to be a pretty picture for many.”
© Jio Studios
Yami added, “In South no one can dare do such things because the industry stands united on lot of fronts. I urge our esteemed producers, directors & actors to come together in order to arrest this termite of a culture at this stage itself & discourage it. I say this as a wife of an extremely honest man who has given everything to this film with his undying hard-work, vision & grit along with his team to create something that I know India shall be proud of. I say this as a deeply concerned member of the fraternity who, like many other industry professionals, wishes to see Indian cinema blossom with its best potential & not the other way around. Lets not kill the joy of film making & presenting it to the world & letting the audience decide what they feel. We need to protect our industry environment.”
Many people, including Hrithik Roshan, supported her statement and said that a good film will always work despite negative campaigns.
Hrithik said, “More than anything , the golden thing that gets lost and leaves them and all of us impoverished is the journalists true voice , a chance for them to inform all the creative forces behind a movie what they felt , thought , what they applaud and criticise. Only true opinions have the potential where feedback helps us evolve. Their own right to freedom gets unknowingly usurped and so does our chance of growth. Without freedom of expression, without the truth helping us evolve , what job satisfaction can they or any of us hope for ?”
One user commented, “If the movie is good no amount of negative publicity can stop it from being loved by the paying audience. Of course if it’s a below par production, the share of brickbats will only amplify if those so-called influencers aren’t ‘bribed’.”
Another user commented, “Thanks for saying this Yami. We’ve been dealing with this terrible practice for years but when celebs and strong voices like you speak up, we see expect some change. Unfortunately, these are the parasites created by the industry itself. Hope they are exposed and we see some healthy, honest and genuine reporting.”
About Dhurandhar
Inspired by Operation Lyari, Dhurandhar is helmed by Aditya Dhar and stars Ranveer Singh, Arjun Rampal, Akshaye Khanna, Sanjay Dutt, and R Madhavan in the lead roles.