Dharma Productions is known for coming up with the biggest advertisement, grandest promotions before the release of its film. So the fact that one of the biggest production houses of the country decided to discard press screenings, did come as a major shock to the industry and media veterans. Though Dharma's step could be called a 'welcome change' there's more that what meets the eye.
What Dharma's statement said
Addressing letter to the members of the media, the note read, "As we continue to evolve, we find ourselves at a juncture where we must adapt and innovate our approach. After much deliberation, we've unanimously decided to for our upcoming films."
"This decision has been difficult to make, however, we believe it's a necessary step in ensuring that every viewer, including our friends in the media, witness our stories as they were meant to be experienced. We believe it will help in maintaining the excitement of the cinematic experience for all," it further added.
The press note also added that a screening would be held separately for the members of the media on the first half of the day the film releases in theatres.
The reason?
As per an Indian Express report, the discarding of film screening for media members has been done to end the game of and negative stories. Critics reportedly charged huge sums for positive tweet, and even demanded huge sums to stop writing anything negative about the film. The report further stated how some media members and journalists arm twist the production houses and makers into paying them huge sums to stop negative reviews or stories.
At a time when the film industry is going through a tough time where the audience can't be fooled anyone, Dharma has decided to let the work they do, do the actual talking. And rightly so!
You may also like
Govt Raises MSP for Rabi Crops, Offering Pre-Diwali Relief to Farmers
Designated Khalistani terrorist Pannun says he shared information against India with Trudeau's office
American makes beans on toast for first time and shares brutally honest verdict
How melting of ice in Antarctica impacts UAE weather
Man finds rare coin in field after 20 years of searching – and it's worth eye-watering sum
Kyle Walker's pathetic explanation for why he cheats as Annie finally loses it
Primark's 'chic' £16 shoes look 'just like' £290 designer flats
Debenhams shoppers say 'flattering' £38 long-sleeved dress is 'gorgeous' with boots
Delhi SHOCKER! Man kills friend over Rs 400 for liquor, later checks into de-addiction centre to evade arrest
Coleen Nolan in tears as she recalls Lynda Bellingham's final Loose Women appearance
Windies dreaming of T20 glory; Australia remain hot favourites
Wetherspoon to shut historic pub that 'feels like home' for the final time next month
Netaji Subhas Chandra Bose's niece Roma Ray dies at 95
The Bill cast unrecognisable 40 years after crime show debut
Meet Thomas Tuchel: England's New Head Coach Aiming for 2026 FIFA World Cup Glory
Chhattisgarh to begin paddy procurement from Nov 14, launches measures to curb illegal liquor sales
Channel 4's A Place In The Sun confirms future as they offer new update
UAE's retirement income system improves global score
Six killed, 43 injured in Israeli airstrike on municipal building in Lebanon
Save almost £100 on 'super comfortable' platform sheepskin slippers as they get price slashed in sale