Actor Yami Gautam urged actors, producers, and directors in the film industry to unite and discourage what she called the growing trend of “paid hype” before a film’s release. She shared her views on X on Thursday, expressing concern that this practice—often involving manufactured praise or orchestrated negativity—could harm the industry’s future. Hrithik Roshan, her Kaabil co-star, supported her statement in the comments.
What Yami wrote
Yami said she had wanted to speak about the issue for a long time. In her post, she wrote, “This so-called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ is created—or else ‘they’ will continuously write negative things even before the film is released—feels nothing but a kind of extortion. Just because this arrangement is accessible to anyone, whether to ‘hype’ a film or spread negativity against another actor or a film, it is a plague that is going to affect the future of our industry in a big way.”
She added that normalizing such practices would eventually harm everyone: “Unfortunately, if anyone feels it’s harmless and thinks, ‘Let’s do it because it’s the new normal,’ they are mistaken. This monster of a trend is eventually going to bite everyone. If the truth is exposed about a million things under the garb of what ‘success’ has been over the past five years, it is not going to be a pretty picture for many.”
‘I say this as a deeply concerned member of the fraternity’
Yami also noted that similar practices were not common in the southern film industries, where unity is stronger. She continued, “I urge our esteemed producers, directors, and actors to come together to arrest this termite of a culture at this stage and discourage it.”
Calling the matter personal as well as professional, she said, “I say this as the wife of an extremely honest man who has given everything to this film with his hard work, vision, and grit, along with his team, to create something I know India will be proud of. I say this as a deeply concerned member of the fraternity who, like many others, wishes to see Indian cinema blossom with its best potential.”
She concluded by encouraging the industry to preserve the joy of filmmaking: “Let’s not kill the joy of making films and presenting them to the world. Let the audience decide what they feel. We need to protect our industry environment.”
Hrithik Roshan’s response
Hrithik Roshan supported Yami’s stance and responded, “More than anything, the golden thing that gets lost and leaves everyone impoverished is the journalist’s true voice—a chance for them to inform all the creative forces behind a movie about what they felt, what they applaud, and what they criticise. Only true opinions have the potential to help us evolve.”
He added that paid hype restricts freedom of expression for both artists and journalists: “Their right to freedom gets unknowingly usurped, and so does our chance of growth. Without freedom of expression and the truth helping us evolve, what job satisfaction can they—or any of us—hope for?”
Recent work
Yami was last seen in the courtroom drama Haq, co-starring Emraan Hashmi. The film received positive reviews. Hrithik Roshan last appeared in War 2, released on Independence Day.
Also Read: Dharmendra’s 90th birth anniversary: Deols to allow fans to pay their respect to the legend
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