Actress Yami Gautam, recognized for her wise and thoughtful film selection, stirred a controversy in the industry when she openly criticized the so-called “paid hype” or “extortion-like” practice in Bollywood. Just a few days prior to the release of her partner Aditya Dhar’s directed movie Dhurandhar, Yami posted a long note on X ,in which she vented her annoyance about the film industry’s growing reliance on transactional publicity, where the glory of positive hype must be paid for, and the dirty trick of a negative buzz is applied. She disclosed that certain things are disguised by public relations (PR) firms, and they demand money, assuring bright publicity or threatening harmful stories if the amount is not paid.
There is something iv been wanting to express since really long, I feel today is that day & I must .
— Yami Gautam Dhar (@yamigautam) December 4, 2025
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…
A System That Rewards Payment, Not Performance
Yami stated that the system is not only limited to positive filmmaking but also prevents the negativity of pre-release films. Filmmakers, in her opinion, have to face staged controversies, false reviews, or extra online trolling if they do not agree to these paid deals. She wondered by asking how true art could survive when publicity was already a product and priced but not listed among the factors determining quality. Her words resonated with many people who thought that this practice was killing the trust among the audiences, artists, and the media.
Comparison With South Indian Film Industries
Yami even commended the South film industries in her post and expressed her appreciation for their solidarity and mutual respect in her message. She pointed out that in the South, the producers and the performers are on one side, making it hard for such PR extortion models to take place as they do in Bollywood. Her remark initiated new debates about whether, even though it is the largest film industry in India, Bollywood still has to face the problem of internal division and the necessity to constantly create hype.
Industry Voices Rally Behind Yami
Her post was quickly noticed by several Bollywood personalities, like Hrithik Roshan, who supported her stance and applauded her courage. Hrithik mentioned that the directors and producers should be the ones who guard the “true voice” of cinema and journalism, not allowing the fake hype to cover the honest critiques and the audience’s views. Although Yami’s assertions are not new, many journalists, trade analysts, and fans agreed that it is uncommon for a well-known actor to discuss them in public.
Dhurandhar’s Release Amid Publicity Pressure and Controversy
Dhurandhar, a film starring Ranveer Singh and produced by Aditya Dhar, is one of the most awaited movies of the season. Still, the release period of the movie has been caught in massive controversies, especially the ones related to Ranveer’s past remarks that turned out to be criticisms. Yami suggested that such issues are blown out of proportion when the people involved don’t pay for good press, meaning that bad publicity is sometimes used as a bargaining chip.
A Larger Debate on Ethics and the Future of Bollywood
Yami’s proclamation brings forth an important query: whether Bollywood will be able to prosper further if the aspects of public interest, visibility, and the revenue from ticket sales rely more on paid narratives instead of true storytelling. In this regard, she called on the film industry to reconsider the ways promotions are done and the degree of strength that is allowed to PR groups and social media platforms that have made sensationalism their basis of existence.The fact that she advocates for unification implies that a significant transformation can only occur when filmmakers, performers, studios, and even reporters together fight against such unethical practices and refuse to cooperate.
The Bigger Picture: A Cycle That Audiences Must Break Too
Yami put the audience into the equation, encouraging them to assess films through trailers, word-of-mouth, and personal viewing experiences,not by the hype that has been manipulated. She pointed out that the public is often unintentionally swayed by paid trends, biased reviews, or exaggeratedly negative impressions, which, in turn, directly influences the film’s fate even before it is released in theaters. Her intention is to give power to the industry and the public alike so they can turn down the dishonest promotional culture and, at the same time, support the more truthful storytelling.
