The Indian film industry, particularly Bollywood, has entered an era where artificial hype and manipulated figures have become the norm. The once-thriving industry, known for its cinematic brilliance, is now marred by inflated box office numbers, corporate bookings, and paid media promotions. Filmmakers and production houses have adopted unethical strategies to portray commercial success, misleading audiences and undermining the credibility of trade figures. In recent years, Bollywood films have often been declared “superhits” despite half-empty theaters. Film trade analyst and Journalist Komal Nahta recently in a podcast with Smita Prakash has openly bashed the industry for its deceitful practices, revealing how box office collections are frequently manipulated. Speaking to ANI, Komal Nahta explained that earlier, manipulation was minimal akin to “salt in flour” but today, “the entire flour has turned black with dishonesty.”
One of the biggest scams in Bollywood is corporate bookings, where companies buy thousands of tickets in bulk to create a false narrative of high demand. For example, in Karan Johar’s “Rocky Aur Rani Ki Prem Kahani,” over 50,000 tickets were bought under corporate bookings to inflate the film’s opening weekend numbers. Similarly, movies like “Adipurush” and “Shehzada” used tactics such as “Buy 1, Get 1 Free” offers and bulk purchases by celebrities to mislead audiences.
Another deceptive trend is the extensive use of paid media reviews and influencer promotions. Trade analysts like Bharathi S. Pradhan and Komal Nahta have exposed how journalists and critics are offered money or perks in exchange for positive reviews. Nahta admitted that 90% of journalists today write reviews either for cash or in-kind benefits, such as free event invitations or travel perks.
Pradhan recalled how, in earlier decades, film criticism was an honest profession. However, with the rise of social media, Bollywood has turned film promotions into a well-orchestrated PR campaign where influencers are paid to hype up even the worst movies.
For a long time, Bollywood celebrities took their audience for granted, pushing ideological narratives and anti-Hindu propaganda in films. However, with the advent of social media and audience awareness, the “Boycott Bollywood” movement has forced the industry to face reality.
Take the case of Aamir Khan, who once ruled the box office with hits like PK and Dangal. His recent film, “Laal Singh Chaddha,” became a disaster, collecting only a fraction of its ₹180 crore budget. Aamir, who once refrained from aggressive marketing, was seen desperately begging audiences to watch his film, but the damage was already done. Similarly, “Brahmastra,” “Adipurush,” and “Pathaan” used inflated box office numbers and corporate bookings to create artificial success. However, audiences could see through the deception, and these films struggled in the long run.
The film industry must realize that no amount of artificial hype can salvage a bad product. The audience is no longer gullible, and deception tactics such as corporate bookings, fake reviews, and influencer marketing are pushing Bollywood towards irrelevance. If Bollywood does not return to its roots of storytelling and artistic integrity, the industry will continue to lose its credibility. The era of blind stardom is over, and only genuine, well-crafted films will stand the test of time.