Entertainment

IIE Digital Desk:Filmmaker Karan Johar analysed the online response to film releases, highlighting that much of it is biased. He mentioned that negativity often arises from fan rivalries or those seeking attention through viral comments. He also acknowledged using financial incentives to garner positive feedback for his films and to change the public perception.

The filmmaker, who appeared on the Galatta Plus roundtable, said, ‘If you notice, those people who do those vox pops outside cinemas, the ones who are walking up to talk are all wanting to say the most sensational things. The real audience has slipped out and gone away. But some people are giving loud reactions because they want to go viral. Now, to go viral, they’re f*****g us.’

He continued, ‘But sometimes, we also as PR send our own people to praise the film, that also happens.’

As the remaining panel members responded energetically, displaying a range of reactions from disbelief to amusement, Karan explained, ‘See, sometimes you’re also struggling to make a mark. As a producer, you will make 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 change with every film. Some films work on their own, so I can take the high ground and stay quiet. Some films are average, so we need to give the impression that they’re doing better than they actually are.’

He mentioned that when a movie is performing strongly at the box office, he can relax and decline interviews as he doesn't require additional publicity.

‘It’s the middle order film that you have to fight for, that you have to create an aura and energy around… It’s a very interesting exercise,’ he said.

Karan Johar’s directorial ‘Rocky And Rani Kii Prem Kahaani’, which was released in 2023, grossed over Rs 350 crore worldwide.