Post by : Meena Ariff

On the eve of the much-awaited film Dhurandhar's launch, actress Yami Gautam took to social media to voice her discontent regarding the increasing trend of deceptive film promotions through paid channels. She labeled the practice as “extortion-like” and highlighted its detrimental effects on the Indian film landscape.

In her message, Yami detailed how certain advertising strategies skew public understanding, creating a negative discourse when financial contributions are not made. She stated, “This trend of shelling out money under the pretense of promoting a film to cultivate favorable 'buzz,' or face incessant negative coverage— even before release—feels like sheer extortion.” She cautioned that these practices are harming genuine talent and creating a toxic atmosphere that ultimately affects filmmakers, artists, and viewers.

Yami also expressed admiration for the Southern film industry’s cohesive rejection of such tactics and called on filmmakers, producers, and actors across the country to unite against these practices, aiming for a constructive cinematic culture. Actor Hrithik Roshan added his support, stressing the need for integrity in journalism and freedom of speech, stating, “Only authentic opinions foster the feedback necessary for growth. What job satisfaction can we have without truth guiding us?”

Moreover, she acknowledged her husband, director Aditya Dhar, for his unwavering commitment to the film, saying, “As the partner of an inherently true individual who has invested his heart and soul into this project, I know India will take pride in what we’ve created.” She concluded with a reminder that the essence of filmmaking should not be clouded by marketing tactics, urging audiences to form their assessments only post-viewing.

Dhurandhar encountered legal challenges prior to its release. The family of the late Major Mohit Sharma, recipient of the Ashoka Chakra and Sena Medal, approached the Delhi High Court seeking an injunction against the film, claiming it represents Major Sharma’s life without permission. Nevertheless, the Central Board of Film Certification (CBFC) granted the film an 'A' rating after several edits, maintaining the original running time.

The Sharma family contended that the film’s promotional materials closely echoed Major Sharma’s covert counter-terrorism missions in Kashmir, arguing that his story shouldn't be exploited for commercial gain, citing privacy concerns, dignity, and emotional rights.

Written, directed, and co-produced by Aditya Dhar in collaboration with Jio Studios and B62 Studios, Dhurandhar features notable actors such as Ranveer Singh, Sanjay Dutt, Akshaye Khanna, R. Madhavan, and Arjun Rampal, along with supporting performances by Sara Arjun and Rakesh Bedi. Set for release on December 5, the film has generated considerable anticipation owing to its theme, star-studded lineup, and substantial pre-release discourse.

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