In the race to create hype around films, many makers pay critics to post positive reviews, a practice that is an open secret in the industry. These critics are often compensated not just with money but sometimes with luxury gifts or even foreign trips. They are popularly called “samosa critics,” a term that has existed for quite some time. A while ago, a list of such critics who allegedly take money from production houses to promote films was leaked online. Like many controversies, it quickly faded away as if nothing had happened.
While these critics harm the credibility of the industry, an even bigger threat comes from PR pages on social media. These pages create viral reels, memes, and posts about films and celebrities that can influence audiences far more than traditional critics. They are often paid small amounts by production houses to promote content favouring a film, either by mocking its competitors or by manufacturing fake hype. Many such pages post bizarre, attention-grabbing videos like youngsters watching emotional songs with IV drips or exaggerated romantic scenes, all to push a film’s image online.
The danger lies in how easily digital content can shape perceptions and spread misinformation. These meme and PR pages often spread fake news or half truths that can harm reputations and even end careers. While few people actively follow film critics, almost everyone encounters this type of PR content on social media. It spreads faster, is far more persuasive, and costs very little to create, making it a powerful but dangerous tool.
This is not just a problem for the film industry but also for audiences. In today’s world, where information can be manipulated so easily, viewers must learn to identify the difference between a shady PR stunt and genuine news. Instead of believing everything at face value, audiences need to question what they see and remain aware that not all online content is as innocent as it appears.
