Curtain Down On Press Screenings?
Digital media has democratised movie reviews, blurring the line between reviewers and audience
In a twist worthy of a movie plot, press screenings — once considered sacrosanct in the delicate dance between filmmakers and critics — are quietly fading to black. As the spotlight shifts, a new script is being written in the world of film critiquing, one where audiences no longer wait for critics to deliver their verdict. Instead, they’re writing their own reviews in real-time — tweet by tweet, reel by reel.
Production giants like Yash Raj Films and Dharma Productions have notably pulled the plug on pre-release press screenings. The move, explained by Karan Johar’s Dharma as a “necessary step” to preserve the thrill of watching a film spoiler-free, might also be rooted in deeper industry dynamics — including unfavorable reviews, extortion tactics, and the growing phenomenon of “purchased opinions.”
A former journalist turned public relations consultant, speaking on the condition of anonymity, lifted the veil on the murky underbelly of paid reviews. “There’s a predetermined rate card that governs what’s said about a film,” they revealed. “It can range from Rs 15,000 to Rs 60,000 for a single tweet, to upwards of Rs 1 lakh for a full-fledged post or article. If a filmmaker refuses to play along, there are instances where negative campaigns are orchestrated as a form of pressure.”
According to industry insiders, media portals, self-proclaimed trade analysts, and influencer-critics sometimes function less like reviewers and more like digital mercenaries. The erosion of credibility has led producers to rethink their strategies — choosing instead to let the audience become the ultimate judge.
“Many filmgoers have begun to question the integrity of critics, as reviews increasingly appear to be swayed by monetary incentives,” says film analyst Girish Wankhede. “While genuine criticism still exists, much of the press coverage has been reduced to a mere extension of a film’s PR campaign.”
Interestingly, this strategic shift hasn’t dented box office performance. In fact, it’s sparked a more democratic and organic form of engagement. The once-coveted critic’s chair is increasingly vacant, replaced by the louder, more immediate voice of the audience.
“Social media has democratized film criticism,” Wankhede adds. “Viewers today are more inclined to trust peer opinions over professional reviews.” In an era where virality often carries more weight than verdicts, the end of the traditional press screening could mark the beginning of a more authentic conversation around cinema.
The results speak for themselves. Recent releases like Kubera, Sitaare Zameen Par, and Metro In Dino have thrived on strong word-of-mouth rather than orchestrated media pushes. “When a movie resonates with its viewers, it creates a ripple effect,” Wankhede explains. “WhatsApp forwards, Twitter threads, and Instagram reels have become the new critical endorsements.”