Yami Gautam takes a stand against paid film hype ahead of Dhurandhar release: We’re being blackmailed

Actor Yami Gautam has voiced her opinion on what she described as a growing ‘paid hype’ trend in Bollywood in recent times. The actor took to her X account on Thursday to say that the trend of spreading negativity against another actor/a film is a ‘plague’ that will significantly impact the future of our industry. Actor Hrithik Roshan, who worked with Yami in the film Kaabil, supported her in the comments.

Hrithik Roshan has come out in support of Yami Gautam in her latest post.

Yami began her post by saying that she has been meaning to address this issue for a long time. She said, “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 (even before the film is released), until you pay ‘them’ money feels nothing but kind of extortion. Just because this arrangement is accessible to anyone- whether to ‘hype’ a film or spread negativity against another actor/a film is a plague that is going to affect the future of our industry in a big way.”

She went on to add, “Unfortunately if anyone feels- it’s harmless & let’s do it because it’s the new ‘normal’, is mistaken. This monster of a ‘trend’ is eventually going to bite everyone. If truth is exposed about a million things under the garb of who & what ‘success’ is over the past 5 years esp , unfortunately it’s not going to be a pretty picture for many.”