Bharathi S. Pradhan Criticizes ‘Press Conference’ Trend In Film Promotions, Slams Shah Rukh Khan’s ‘Jawan’ Event

March 11, 2025: Veteran film critic and author, Bharathi S. Pradhan, has voiced her concerns over the evolving nature of press conferences in the film industry. Once an essential part of movie promotions, press conferences are now being reduced to mere interactions where stars and journalists are allowed to engage in a limited number of selected questions. Bharathi argues that such interactions are far from the true essence of a press conference.

Bharathi shared her discontent with the way film promotions are now handled, especially citing the press event for Shah Rukh Khan’s Jawan, released in 2023. The film’s promotional event, which was referred to as a “press conference,” drew sharp criticism from Bharathi.

She explained, “This is something I hold against Shah Rukh Khan for sure because he did something which I find unforgivable.” Bharathi described the event as a spectacle more akin to a “ramp walk” than an actual press interaction. “They called it a press conference and called everybody, and then they cordoned off the media. They had their fans and other people right in front, and it was like a ramp walk where these guys just came, the Jawan guys came, and they only took questions from their own people.”

The seasoned critic was particularly disturbed by the exclusion of the media, stating, “The media was not even allowed access in the sense they had cordoned it off. So, how do you call it a press conference? And then you are all the time talking against Modi ji not doing a press conference in India. You people have lost the meaning of a press conference.”

Jawan, which marked Shah Rukh Khan’s collaboration with director Atlee, became a massive success. The action thriller, released on September 7, 2023, also stars Deepika Padukone, Vijay Sethupathi, Nayanthara, and several others. Despite its success, the promotional approach did not sit well with Bharathi.

Drawing a comparison, she referred to Akshay Kumar’s handling of a press conference for Sky Force. “Akshay had (press conference) for ‘Sky Force’. He was willing to take all kinds of questions,” she remarked, suggesting that there are still stars who value genuine media engagement.

Bharathi and fellow film trade analyst, Komal Nahta, also discussed the growing trend of paid media in the entertainment industry. Both professionals have experienced the rise in paid reviews and influencer promotions, which has now become a common practice.

Komal Nahta shared his personal experience, revealing that he receives daily offers for paid reviews, particularly from newcomers to the industry. “A few days ago, someone said that a film is coming on the OTT platform. So, we want a paid review. I swear, my reaction was, I said, you are an ill-mannered person. You don’t know whom you are talking to,” Nahta recalled.

Although the offerers often apologize when confronted, Komal emphasized that such practices are becoming normalized in the industry. Both he and Bharathi have refused to participate in such paid media practices, insisting on maintaining their integrity.

In a world where the line between genuine media interactions and promotional stunts is becoming increasingly blurred, Bharathi S. Pradhan’s comments serve as a reminder of the importance of honesty and transparency in film promotions. Her critique also shines a light on how industry figures like Shah Rukh Khan, despite their massive success, need to be mindful of their approach to media engagement.