Every time a film releases in theatres, social media fills with videos of extreme audience reactions. Some cry uncontrollably while others remove their shirts to show excitement. But many of these incidents are not organic, and most could be planned crowd-seeding.
In such cases, organisers plant people in theatres to stage exaggerated responses. These fake reactions are then circulated online, making it appear as though the film has won massive love, when the reality is often completely different.
The most striking example came during Saiyaara’s release. People entered theatres with IV drips, danced wildly inside, and created chaos to make the film look extraordinary. These acts were recorded, shared, and amplified through paid social media channels.
Such performances are not just about cheering. They involve paid groups shouting, clapping, dressing as characters, and enacting stunts, all designed to grab attention. Sometimes this is done to unsettle rival actors or to hide insecurities about a film’s reception.
Production houses are not the only ones responsible. Media outlets also amplify these fake reactions for traffic and engagement. Viral clips give instant fame to individuals in them, and the media benefits by fuelling fan wars and creating unnecessary drama.
For audiences, this raises questions about trust. If reactions, reviews, and viral stories are staged, what can be believed? Instead of improving their craft, many filmmakers spend money creating illusions of success, while losing sight of genuine feedback.
The ultimate loss is for the makers themselves. Believing in false hype, they fail to see where their films actually lack and what needs fixing. Thankfully, today’s audience is sharper and better at identifying what’s real and what’s fake.
