BY NAMITA DOGRA SUDAN*
In the shimmering world of Hindi cinema, the line between a “hit” and a “hallucination” has never been thinner. For decades, Bollywood thrived on the organic worship of its superstars. Today, that worship is increasingly manufactured, bought, and engineered by high-priced PR machineries. While PR “runs” the industry’s daily narrative, it is simultaneously “ruining” its credibility, storytelling, and the very intelligence of its audience.
The “Housefull” Ghost Town: Corporate Bookings
The most glaring symptom of this PR obsession is the rise of corporate or block bookings. Production houses are increasingly buying their own tickets in bulk to ensure “Housefull” signs appear on booking apps, even as physical theaters remain hauntingly empty.
“The industry is defaming itself. All these corporate booking numbers are peddled by industry people… The audience only looks at whether the film is good or bad,” filmmaker Karan Johar remarked in a recent interview.
In the end, a genuine film like Dhurandhar wins because its success is visible, you see real people in the seats, not just a “Houseful” board outside a box office while the AC cools empty rows.
Manufactured Viral Moments: From USA to India
We see reels of Gen Z fans sobbing inconsolably inside theaters for movies like Saiyara, but we rarely see the “planning and plotting” behind the camera. These aren’t always organic emotions; they are staged performances.
Take the global PR blitz for Pathaan. While the film was a massive success, the “spontaneous” dancing on Jhoome Jo Pathaan was often a choreographed PR event in India and US. During a theatrical showing in Atlanta, USA, the reality was far from organic: invitees were given free entry and snacks, then specifically instructed to gather near the screen to dance while professional cameras filmed the “madness.” These clips were then circulated on social media to convince the world that the “craze” was universal, preying on audiences who follow these videos at face value.
The PR Factory: From Airport Looks to Whitewashing
PR agencies have transformed actors into “brands” that require constant maintenance. Every “impromptu” airport look, “sweaty” gym outing, and “casual” coffee run is a coordinated event involving paid paparazzi. Beyond aesthetics, PR is used to whitewash reputations. When an actor’s film flops, “opinion pieces” suddenly flood social media, calling them “underrated” to force a version of reality down the audience’s throat.
The Cost of Deception: A Strike on Your Wallet
This isn’t just “industry talk”, it is a direct hit to the consumer. In the US, a movie outing for two (tickets, parking, and snacks) can easily cost on an average $100. Back in India, the cost in cosmopolitan cities like Delhi or Mumbai a simple date night easily crosses ₹3,500.
When audiences are lured by fake 4-star reviews and PR-generated hype, only to find a mediocre film, it creates a massive trust deficit. The standard of Indian movies has dropped because producers know they can “fix” a bad film with gimmicks. This is why the “tech capital of the world” is failing to produce movies that challenge international standards.
The 75% Math and the “Entourage Tax”
While PR manages the image, the economics are cannibalizing the art. “A-list” heroes often charge nearly 70-75% of the total production budget. But the greed doesn’t stop at the fee; producers are now burdened with an “Entourage Tax.” One actor often arrives with 5–6 additional vanity vans for their personal trainers, makeup artists, and chefs, all billed to the film’s budget.
Aamir Khan recently called out this “obnoxious” practice:
“The stars also charge for their entourage. They have 10-12 people with them. All that is an additional cost to the producer. If a star is charging a high fee, they should at least take care of their own entourage… It is a huge burden on the film.”
When money goes to vanity vans instead of good writers or VFX, the quality collapses. This “left-brain” management approach, engineering movies based on algorithms rather than soul, is why Bollywood hasn’t seen a major Oscar nomination since Lagaan in 2003. International circles only notice us for stories of poverty or discrimination, not for technical brilliance or world-class screenplays.
The Bottom Line: Go Back to Basics
The solution is simple: Don’t fall for the Insta-gimmicks. Trust your gut. If a trailer actually excites you, if you genuinely love the stars, or if you simply want to spend quality time with loved ones, go to the theater. But if you’re only going because of a viral reel, remember that most films will land on OTT platforms within 8 weeks.
Stop letting PR agencies play with your intelligence. Let the “right brain” or love of cinema earn your ticket, not a staged dance in a theater.
*Namita Dogra Sudan is the entertainment news editor and video news producer of NRIPulse.
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