Yami Gautam has spoken out against the growing trend of paid marketing tactics in the film industry, just a day before the release of her husband Aditya Dhar’s film Dhurandhar. The actress expressed concern over how films face negative campaigns and “cancel culture” even before release. Highlighting the hard work her husband put into the film, Yami emphasised that paying for hype or to avoid criticism harms the industry’s integrity and creativity.
Yami Calls Out Paid PR
Yami Gautam criticised the practice of paying to generate positive publicity or suppress negative reviews. She described it as a form of extortion and warned that it could damage the industry in the long run. Praising the South Indian film industry for its united approach, she urged filmmakers, producers, and actors to discourage these trends and protect the authenticity of film promotion.
There is something iv been wanting to express since really long, I feel today is that day & I must .
This so called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things…— Yami Gautam Dhar (@yamigautam) December 4, 2025
Hrithik Roshan Echoes Yami’s Stand
Hrithik Roshan agreed with Yami Gautam, saying that these paid PR tactics stop journalists from giving honest reviews. He added that genuine feedback helps filmmakers improve, and when freedom of expression is limited, both critics and artists suffer. Roshan emphasised that film marketing should be transparent and fair, so audiences can form their own opinions about films.
More than anything , the golden thing that gets lost and leaves them and all of us impoverished is the journalists true voice , a chance for them to inform all the creative forces behind a movie what they felt , thought , what they applaud and criticise. Only true opinions have…
— Hrithik Roshan (@iHrithik) December 4, 2025
