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As online film commentary continues to grow in influence across India, concerns are mounting within the entertainment industry about the credibility and motives behind some reviews. Amid this shifting landscape, the Indian Film and Television Producers Council (IFTPC), representing more than 375 prominent producers, has taken a firm stand against what it calls “predatory practices” by certain social media influencers.
In a strongly worded statement, the IFTPC revealed that it is consulting legal experts “to explore all available legal remedies under both civil and criminal laws” in response to what it described as acts of “extortion” by a segment of digital creators. The council highlighted what it sees as a troubling pattern: “An alarming trend where certain social media influencers are engaging in predatory practices by threatening to release malicious and disparaging reviews or reaction videos of films, series, and other audio-visual content, coupled with demands for payment from producers.”
The IFTPC further alleged that when producers refuse these demands, they are often subjected to orchestrated online smear campaigns aimed at damaging the commercial prospects of their projects. “If these demands are not met, these influencers threaten to launch targeted campaigns designed to deliberately sabotage a project’s reception and commercial viability.”
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While the council emphasized that it supports freedom of expression and values fair, constructive criticism, it drew a sharp line between honest reviewing and alleged coercive tactics. “Acts of extortion by some of these unscrupulous individuals go far beyond the purview of legitimate reviewing and are causing a grave threat to the creative and economic health of the Indian film and entertainment industry.”
Over the past decade, the rise of social media has transformed the way films are reviewed and discussed. Platforms like YouTube have become home to a vast array of influencers offering commentary on everything from trailers and music videos to full-length features. With some channels amassing millions of views and loyal followings, their reach can rival or even surpass traditional media outlets.
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