Ahead of Dhurandhar release, Yami Gautam slams Bollywood's 'extortion-like' PR culture, Hrithik Roshan backs her

Yami Gautam Dhar slammed Bollywood's "extortion-like" culture of paid marketing/negative press before the release of her husband's film, Dhurandhar. Hrithik Roshan agreed.

Hrithik Roshan and Yami Gautam; Dhurandhar poster

Yami Gautam Dhar has ignited a significant discussion in the film industry with a forceful post on X, just one day ahead of the theatrical release of her husband and filmmaker Aditya Dhar's directorial, Dhurandhar slated for December 5, 2025. In her statement, she slams the Bollywood industry for what she describes as an "extortion-like" culture of sponsored marketing and false negative press.

Denouncing "extortion-like" culture of paid hype and negative press

In an extensive post, Gautam scathingly denounced what she called a "kind of extortion"—the "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."

This arrangement, the actor said, is a "plague" that will have a devastating impact on the industry's future because it can be used to artificially promote one film or spread hatred against another. Professionals who think this is "harmless" or the "new 'normal'" are "mistaken", she said, adding that the "monster of a 'trend' is going to bite everyone" in the end.

ALSO READ: Ranveer Singh’s Kantara fiasco: Did Dhurandhar actor disregard Rishab Shetty’s warning?

Call to action for industry coalition

She concluded her appeal by stating that she speaks as the wife of an "extremely honest man" and as a "deeply concerned member of the fraternity." Gautam is married to Dhurandhar director Dhar. She said that a coalition of filmmakers, performers, and producers should "arrest this termite of a culture" and allow viewers to judge films by their quality alone. The actor made a point of solidarity in the South Indian film industry, saying that "no one can dare do such things" in that region.

The spotlight has shifted to the freedom and integrity of journalistic thought after Hrithik Roshan openly agreed with Gautam's position in reaction to her viral post.

Hrithik Roshan argues the system harms journalists and filmmakers alike

In the end, this system, Roshan stressed, hurts journalists and the people who make films. He asserted that the "journalists' true voice" is the most valuable asset, as it enables the industry to "evolve" through the provision of constructive criticism and praise.

"Their own right to freedom gets unknowingly usurped, and so does our chance of growth," Roshan said, pointing out that without "freedom of expression, without the truth helping us evolve, what job satisfaction can they or any of us hope for?"

The timing

Given that the exchange took place just before Ranveer Singh's much-anticipated spy action film Dhurandhar hits theatres the marketing debate surrounding Bollywood has been brought into the spotlight.

Yami Gautam X post FAQs:

Q: What is the 'extortion-like' culture Yami Gautam Dhar criticized in Bollywood?

A: The culture, as described by Yami Gautam, is the practice of filmmakers paying money, disguised as marketing, to secure favorable "hype" and positive coverage for a film. If payment is refused, "they" allegedly publish relentless negative or fabricated stories against the film or actor until they are paid.

Q: Why did Yami Gautam post her criticism right before Dhurandhar's release?

A: Yami Gautam's post came just one day ahead of the theatrical release of her husband, Aditya Dhar's, directorial venture, Dhurandhar, on December 5, 2025, suggesting the issue became pressing in the context of her husband's highly anticipated film.

Q: Which other major actor publicly supported Yami Gautam's stance?

A: Actor Hrithik Roshan publicly supported Yami Gautam. He argued that this system is detrimental because it leads to the loss of the "journalists' true voice" and usurps their freedom of expression, preventing the industry from evolving.

Share