Yami slams trend of 'paid negativity'

Yami Gautam has called out what she describes as the growing culture of ‘extortion-like’ hype and paid negativity, and has also urged her colleagues in the film industry to end the practice of creating ‘hype’ through marketing tools. In a detailed note shared on Instagram, the actress expressed her deep concern about the growing practice of pressuring filmmakers to buy manufactured publicity. Gautam, who referenced the upcoming Ranveer Singh-starrer Dhurandhar, opened up about how the project, directed by Aditya Dhar, is experiencing attempts at targeted ‘negativity’ even before its release.

She wrote, “There is something I’ve been wanting to express for a long time, and I feel today is that day & I must. This so-called trend of giving money, under the guise of marketing a film, to ensure good ‘hype’ is created for a film, or else ‘they’ will continuously write negative things (even before the film is released), until you pay ‘them’ money, feels nothing but a kind of extortion,”