India's massive Bollywood film industry, valued at $60 billion, is confronting a severe credibility crisis that threatens its financial stability and audience trust. Industry insiders reveal that manipulated reviews and artificially inflated box office numbers are distorting public perception and ultimately damaging ticket sales across the country.
The Paid Review Problem
According to producer-distributor Suniel Wadhwa, the practice of paying influencers and critics for positive reviews has become widespread. "If you don't engage these influencers and critics, they will write bad reviews, even if the film is good," Wadhwa explained. "If the film is bad, they will write good things about the film, provided the producer or studio has paid them."
Trade analyst Raj Bansal confirmed that audiences have grown increasingly skeptical of early positive reviews. "As soon as the media gives four stars, people message me saying, 'Sir, that means the movie is not good,'" Bansal revealed. This distrust has created a significant shift in audience behavior, with many cinema-goers now waiting for genuine word-of-mouth reviews before purchasing tickets.
Inflated Box Office Numbers
The manipulation extends beyond reviews to include box office figures. Industry sources allege that producers frequently engage in bulk-buying tickets to artificially boost opening-week numbers. Sudhir Kasliwal, owner of Jaipur's Gem Cinema, witnessed this firsthand during a Shah Rukh Khan release. "Producers, directors and actors themselves buy tickets... the future of Bollywood looks very bleak if this practice continues," Kasliwal warned.
The controversy recently surrounded Bollywood star Akshay Kumar's action movie "Skyforce." While the director denied allegations of "block booking" to boost numbers, a Mumbai-based trade analyst claimed the film's gross was inflated from approximately $6 million to over $9 million. "Online booking platforms showed full houses, but many theatres were nearly empty," the anonymous analyst revealed.
Consequences and Industry Impact
The manipulation has serious consequences for the entire industry. Experts warn that falsifying box office data leads to inflated star salaries and reduces opportunities for new talent. The 2025 romantic comedy horror "Thamma" also faced allegations of manipulated sales, with producer Wadhwa claiming true collections were around $15 million while the film reported $18 million.
Streaming platforms have responded to these practices by demanding audited box office figures before striking distribution deals. "Streamers have now become sharp and careful about the film they are choosing," Wadhwa noted. Critics who refuse to participate in the manipulation risk being sidelined, while those who comply with the system "flourish," according to Bansal.
Despite growing backlash, industry veterans believe the practice will continue until producers and studios lose their "appetite to buy tickets." The situation represents a critical challenge for Bollywood as it navigates the changing landscape of film distribution and audience expectations in the digital age.
