New Delhi: Karan Johar addressed how the movie industry is evolving and mentioned that producers and directors bring their public relations professionals to their films' premieres to get positive reviews. During a Galatta Plus roundtable, Karan stated that favorable movie reviews are meant to give the impression that the film is a hit.
Johar stated that those who offer candid reviews of movies in front of cameras tend to have strong feelings in order for their responses to become widely circulated. He stated that in a similar vein, producers send out their press releases praising the movie.
“But sometimes, we also as PR send our own people to praise the film, that also happens,” he said.
Giving an explanation for the implementation of such tactics, he added, "See, sometimes you’re also struggling to make a mark. Many a times you want to put out good videos. As a producer, you will do 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 can come across as two-faced, but I am very well doing that as a person. I am changing as per films. Some films work on their own, I can be like ‘let me take the high ground’. Yeh average ja rahi hai isko hit perception banao (if the film is doing average, you need to create the perception of a hit).”
“A producer’s job starts when the film releases and he has to take it through like a warrior. It’s the middle order film that you have to fight for, that you have to create an aura, energy perception. Sometimes you give four lines of praise for the film and then everyone is using those same four lines. Then you know it has been bought,” he said.
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Karan Johar returned to directing last year with 'Rocky Aur Rani Kii Prem Kahaani'. It starred Ranveer Singh and Alia Bhatt and won numerous awards.