In the entertainment industry, it is common for journalists covering celebrity culture to receive messages from publicists requesting photographers to “spot” celebrities at airports and restaurants. These orchestrated sightings—carefully timed and curated—are just one part of the larger machinery that shapes public perception of Bollywood’s biggest stars. Behind the glamour, however, lies a world of power struggles, gatekeeping, and behind-the-scenes negotiations that often dictate what the public gets to see and read.
Journalists and publicists who spoke to The Indian Express revealed an industry rife with jealousy, entitlement, and manufactured narratives. Critics admitted to being pressured into toning down negative reviews, altering their opinions to align with a celebrity’s image, and avoiding “controversial” topics in interviews. Publicists, on the other hand, described the pressures of controlling negative press, managing client egos, and ensuring that damaging stories never make it to print.
PR Pressure and Media Manipulation
A film critic recalled a particularly aggressive case of PR intervention, where he was asked to edit “the last few lines” of a review for a high-profile streaming series. “They didn’t want the show’s failure to reflect badly on the brand. They told me to keep my criticism limited to the content,” he said. When he refused, he was blacklisted by the platform, cut off from press screenings, and excluded from promotional events. A former colleague later revealed that the PR team had exaggerated claims of embargo violations to justify his exclusion.
A veteran journalist, who has worked across print, television, and digital media, said that the industry was far less controlled in the past. “In the early 2000s, journalists started managing stars, and that’s when the games began. Earlier, actors would personally reach out for interviews. Now, you have to go through PR, and even then, access is selective,” she said.
Publicists, too, admitted to compromising their principles for the sake of their clients. A PR executive from a major streaming platform revealed that handling celebrity scandals, diffusing conflicts between co-stars, and preventing negative press were part of her daily routine. “Sometimes, you have to maintain a positive narrative despite knowing the full story,” she said.
The New Reality: Influencers and Controlled Access
Today, major PR agencies decide which journalists gain access to A-list actors, with many stars refusing to engage unless they receive guaranteed positive coverage. A journalist recalled how an actor, now among Bollywood’s top stars, was once eager for media attention but is now completely inaccessible unless approached through PR channels.
The rise of influencer marketing has also changed the landscape. Many film promotions now focus on social media “meet-and-greets” rather than traditional interviews, reducing journalists to mere spectators. PR firms dictate the number of posts influencers must share, ensuring a curated digital presence that favors marketing over journalism.
The Future of Entertainment Journalism
With press conferences tightly controlled, interview questions pre-approved, and journalists facing increasing restrictions, entertainment journalism is at a crossroads. A reporter from a leading publication said that editors caving to PR pressure have contributed to the decline of independent reporting. “The ones losing out are the ones who are truly passionate about their work,” a veteran journalist concluded.
As Bollywood’s PR machinery tightens its grip, the battle between media independence and industry control continues, shaping not just how films are promoted, but how the stars themselves are perceived.