Bollywood is no stranger to online chatter, but actor Yami Gautam’s latest message has forced the industry to pause and reflect. In a detailed statement shared on Thursday, the actor called out what she described as an “extortion-like” ecosystem, one where manufactured hype, planted negativity and paid campaigns allegedly decide the fate of a film long before audiences step inside theatres.
Her comments arrive at a time when Dhurandhar, directed by her husband Aditya Dhar, is battling online noise and boycott calls. The actor said she could no longer stay silent, especially when she has seen “undying hard work, vision & grit” go into the film.
What is Yami calling out?
Yami criticised the growing practice of paying influencers, digital pages and PR chains to either praise a film or continuously tear it down.
She wrote on X, “This so-called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film… feels nothing but kind of extortion.” She warned that this pattern, dressing paid praise as organic conversations or spreading negativity for money, has now been normalised to a dangerous point. Calling it a “plague”, she emphasised that this “monster” trend will eventually harm everyone involved in storytelling.
Why does she call it ‘harmful’?
The actor argued that the “new normal” of artificial hype has blurred the line between genuine success and superficial numbers.
Yami wrote, “If truth is exposed about a million things under the garb of who & what ‘success’ is… it’s not going to be a pretty picture for many.”
She also warned that audiences are being manipulated into deciding how they should feel about a film even before watching it.
According to her, this damages not only the creators but also the viewer’s independent judgment.
https://x.com/yamigautam/status/1996462942729212291?s=20
What about the South industry comparison?
Yami noted that such practices would not be tolerated in the South India(BHARAT)n film industries, which she believes function with stronger internal unity.
She urged Bollywood’s top producers, directors and actors to “come together” and shut down this culture before it becomes irreversible.
How is Dhurandhar involved?
Without naming the controversy directly, Yami hinted that Dhurandhar is being affected by these negative patterns.
She wrote, “I say this as a wife of an extremely honest man who has given everything to this film…”, referring to Aditya Dhar’s work on the project.
The film, headlined by Ranveer Singh, releases on December 5. However, a section of social media users has called for its boycott following Singh’s mimicry of the Daiva act from Kantara Chapter 2 at IFFI Goa.
Though he apologised, the backlash continues.
Many believe Dhurandhar may end up becoming another example of how online outrage impacts a film even before its release. Yami’s post reflects that concern as she urges the industry to protect “the joy of filmmaking” and let audiences form their own opinions.
