Filmmaker Karan Johar has talked about how the film business is changing with the times. Along with organic, authentic reactions to films at screenings, filmmakers, including himself, also send their own people who are paid to praise the film. At a roundtable conversation with Galatta Plus, Karan Johar revealed that it happens so that if there are positive reviews of the film, only then do people perceive it to be hit. But many of those reactions are fabricated.
He went on to say that the reason why so much negativity occurs around a film is because of two conflicting fan clubs or people who are desperate to go viral on social media, and will go to any lengths to get attention. Such people, who give their reviews on camera after screenings, have extreme opinions. “But sometimes, we also as PR send our own people to praise the film, that also happens,” he added.
Explaining why this happens, he said, “See, sometimes you’re also struggling to make a mark. As a producer, you will make every last-ditch attempt to make your film be heard. So, while I may critique criticism, I’m also riding on their backs when they praise a film… I change with every film. Some films work on their own, so I can take the high ground and stay quiet. Some films are average, so we need to give the impression that they’re doing better than they actually are.”
“If you notice, those people who do those vox pops outside cinemas, the ones who are walking up to talk are all wanting to say the most sensational things. The real audience has slipped out and gone away. But some people are giving loud reactions because they want to go viral. Now, to go viral, they’re f*****g us," he explained.
But this only happens when you know the film is not doing well. If there's a movie that has done well, even in terms of monetary figures, then there's no need for more publicity. “A producer’s job starts when the film releases and he has to take it through like a warrior. It’s the middle order film that you have to fight for, that you have to create an aura, energy perception. Sometimes you give four lines of praise for the film and then everyone is using those same four lines. Then you know it has been bought,” he added.
Just last year, in July, Karan Johar made his directorial comeback with 'Rocky Aur Rani Kii Prem Kahaani,' which starred Alia Bhatt and Ranveer Singh in lead roles. It received immense praise and garnered ₹355 crore worldwide.
