MUMBAI: India’s $60 billion Bollywood industry is grappling with a credibility crisis as allegations of manipulated film reviews and inflated box office figures erode public trust. Industry insiders warn that such practices are not only distorting perceptions but also harming ticket sales.
Streaming platforms have disrupted traditional cinema, yet many insiders blame Bollywood’s own practices, including pre-release declarations of films as “hits” and incentivizing influencers to post favorable reviews. “If the film is bad, they will write good things about the film, provided the producer or studio has paid them,” said producer-distributor Suniel Wadhwa. Trade analyst Raj Bansal added that audiences have grown skeptical of early rave reviews, often waiting for genuine word of mouth before buying tickets.
Allegations include bulk ticket buying by producers to inflate first-week numbers, while some social media influencers reportedly offer “rate cards” for positive promotion. Jaipur cinema owner Sudhir Kasliwal said that hundreds of online bookings sometimes do not translate to actual attendance, warning that “the future of Bollywood looks very bleak if this practice continues.”
Recent controversies highlight films like Akshay Kumar’s Skyforce, where box office collections were reportedly inflated from $6 million to over $9 million, and the romantic comedy horror Thamma, where producer-reported sales differed by $3 million from trade estimates. Directors and producers defend the figures, but critics say manipulation has far-reaching consequences, including inflated star salaries and fewer opportunities for new talent.
Streaming platforms, now major distributors, are responding by demanding audited box office data before acquiring films, adding pressure on producers to report accurate figures. Yet insiders remain pessimistic about change. Wadhwa noted, “This practice will continue… until producers and studios lose their appetite to buy tickets.”