'Giving Money For Marketing....', Yami Gautam Opens Up On 'Monster Trend' In Bollywood Ahead Of Dhurandhar Release, Urges Industry To Unite Like South

Yami Gautam Dhar, actress and wife of Director Aditya Dhar, has penned a long note to express her distress over the 'new monster trend', which is what she called for extending money to media professionals & promoters to write good & positive reviews about upcoming movies and projects in Bollywood. The already gone viral social media post has come just before the release of one of the most anticipated releases of the year, Aditya Dhar's directorial, Dhurandhar.

"This so called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things (even before the film is released), until you pay ‘them’ money feels nothing but kind of extortion," Yami wrote on her X handle citing the ritual which is recently being followed by industry proffessionals of spending money on film's promotion through positive paid media coverage.

She also pointed out that if someone who is breaking the ritual gets slashed with negative opinions for not giving money in exchange for positive reactions.

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Further, she wrote, "Unfortunately, if anyone feels- it’s harmless & let’s do it because it’s the new ‘normal’, is mistaken. This monster of a ‘trend’ is eventually going to bite everyone." She also wrote that many films have fallen short in the last five years, even after following this trend of giving money to create 'hype' for your project.

Urges Industry To Unite Like South

Yami also urged directors, producers, and actors in Bollywood to break this trend. She wrote, "I urge our esteemed producers, directors & actors to come together to arrest this termite of a culture at this stage itself & discourage it." She stated that "in the southern film industries, no one would dare to do such things as the industry stands united on a lot of fronts."

Hrithik Roshan Reacts

Her Kaabil (2017) co-actor, Hrithik Roshan, also reacted to the post. Bringing a different angle to the ordeal, he says that following such trends is limiting journalists from expressing their true opinions, which is further impacting creators from improving themselves.

He wrote, "Only true opinions have the potential where feedback helps us evolve. Their own right to freedom gets unknowingly usurped, and so does our chance of growth. Without freedom of expression, without the truth helping us evolve, what job satisfaction can they or any of us hope for?"

Yami was last seen in the courtroom drama film, Haq. Her portrayal in the film is being widely appreciated. Currently, she is promoting her husband Aditya Dhar's upcoming film, starring Ranveer Singh, Dhurandhar.

Published on: Thursday, December 04, 2025, 01:29 PM IST