Bollywood's Struggle Against Paid Reviews and Fake Sales

The Credibility Crisis in Bollywood

India's $60-billion Bollywood industry is experiencing a growing credibility crisis. Insiders reveal that manipulated film reviews and inflated box office numbers are distorting public perception, ultimately leading to a decline in ticket sales. This issue has sparked concerns among industry veterans, who argue that the problems within Bollywood are not just external but also self-inflicted.

One of the main issues is the trend of declaring a film a "hit" even before its release. This practice has led to a loss of trust among audiences, as they become skeptical of early rave reviews. Producers and distributors have recognized this challenge, with some admitting that engaging influencers and critics is crucial for positive publicity.

"If you don't engage these influencers and critics, they will write bad reviews, even if the film is good," said producer-distributor Suniel Wadhwa. He added, "If the film is bad, they will write good things about the film, provided the producer or studio has paid them."

Trade analyst and veteran distributor Raj Bansal noted that audiences have grown increasingly wary of early reviews. "As soon as the media gives four stars, people message me saying, 'Sir, that means the movie is not good,'" he explained. "And, even if the film is good, they don't trust it."

This distrust is now reflected at the box office. "Regular cinema-goers wait to know the correct reports," Bansal said. That means ticket sales during the vital opening shows "take a major dip" as film fans wait for word of mouth or "genuine reviews" to come out, he added.

Manipulated Reviews and Inflated Numbers

Industry insiders allege that some influencers have "rate cards," with prices rising for films that generate low pre-release buzz. Producers, meanwhile, are accused of bulk-buying tickets to inflate opening-week numbers.

"Everything is bought and manipulated," Bansal said, referring to both reviews and social media personalities. This manipulation has created a bleak outlook for the future of Bollywood. Sudhir Kasliwal, owner of Jaipur's Gem Cinema, recalled seeing hundreds of online bookings for one of superstar Shah Rukh Khan's releases, but only a fraction of the audience showed up in person.

"Producers, directors and actors themselves buy tickets... the future of Bollywood looks very bleak if this practice continues," Kasliwal said. "The wrong messages are conveyed to people and unless good content is produced, things will never improve."

Recent controversies include Bollywood A-lister Akshay Kumar's fighter jet action movie "Skyforce." The film's director denied allegations of so-called "block booking" to boost first-week numbers, but a Mumbai-based trade analyst claimed its gross was inflated from about $6 million to over $9 million.

"Online booking platforms showed full houses, but many theatres were nearly empty," the analyst told AFP, requesting anonymity. Bansal said that critics who refuse to play along also risk being sidelined, while those who comply "flourish."

"Whenever I (post) that the film has opened with weak collections (ticket sales), I receive a barrage of calls from actors, producers asking me to remove it," he said.

The Impact on Film Industry

Producer-distributor Wadhwa said that the box office collection of the 2025 romantic comedy horror "Thamma" was also manipulated, claiming true sales were around $15 million while the film reported $18 million. Thamma director Aditya Sarpotdar defended the $18 million figure, calling it the "most accurate," having come from distributors and exhibitors.

"When a film is still in theatres, the collection figures between producers and the trade will vary," Sarpotdar told AFP. "Producer numbers are always the honest numbers."

Experts warn that falsifying box office data has lasting consequences, from inflated star salaries to shrinking opportunities for new talent. "You can't take the audience for granted. They know the truth," said Wadhwa, adding that to have both reviews and ticket sales manipulated was "a very sad situation."

Streaming platforms, now major players in film distribution, have begun demanding audited box office figures before striking deals which has added pressure on producers. "Streamers have now become sharp and careful about the film they are choosing," said Wadhwa.

Despite the backlash, few expect the trend to end anytime soon. "This practice will continue," Wadhwa said, until producers and studios lose their "appetite to buy tickets."