Karan Johar recently at the roundtable with Galatta Plus opened up about the changing strategies of the film business and said that filmmakers and producers send their PRs to their film screenings to praise their films. he said that the positive reviews of films are created for the perception of a hit.

Karan Johar says, ‘We send PR to praise films’

Karan said people who give out reviews in front of cameras after film screenings have extreme opinions for their reaction to go viral. He said for this reason, filmmakers often send their own PR to praise the film. “But sometimes, we also as PR send our own people to praise the film, that also happens,” Karan said.

Explaining why such techniques are used, he said, “See, sometimes you’re also struggling to make a mark. Many a times you want to put out good videos. As a producer, you will do every last-ditch attempt to make your film be heard. So, while I may critique criticism, I’m also riding on their backs when they praise a film. I can come across as two-faced, but I am very well doing that as a person. I am changing as per films. Some films work on their own, I can be like ‘let me take the high ground’. Yeh average ja rahi hai isko hit perception banao (if the film is doing average, you need to create the perception of a hit).”

Karan Johar on paid positive reviews of films

“A producer’s job starts when the film releases and he has to take it through like a warrior. It’s the middle order film that you have to fight for, that you have to create an aura, energy perception. Sometimes you give four lines of praise for the film and then everyone is using those same four lines. Then you know it has been bought,” he added and called it an ‘interesting exercise.’

Rocky Aur Rani Kii Prem Kahaani, directed by Karan Johar, has remained to a great hit and received good reviews over various platforms.