March 11, 2025: The entertainment industry is evolving, with paid media now playing a pivotal role in promotional strategies. Film critic and columnist Bharathi S. Pradhan, alongside film trade analyst Komal Nahta, discussed the growing influence of paid media in the sector. Their conversation shed light on the increasing prominence of paid reviews, influencer promotions, and social media marketing, particularly in the film industry.
Nahta shared his personal experiences with paid media practices, noting that he receives numerous offers for paid reviews daily, especially from newcomers to the industry. “I get them every day, but I get them from new students,” he said, recalling a recent encounter. Nahta recounted a situation where someone approached him to write a paid review for a film set to release on an OTT platform. His response was blunt: “You are an ill-mannered person. You don’t know whom you are talking to.”
Nahta expressed concern over how normal the practice of paid reviews has become in the industry, stating that “90 per cent of the journalists are writing reviews either for returns in cash or kind.” He elaborated on how many of his peers now accept compensation for their reviews, whether in the form of money, invitations to events, or other perks. Despite this, both Nahta and Bharathi S. Pradhan remain steadfast in their integrity, refusing to partake in these practices. “We are not dying for free lunches, free dinners. We have no interest in attending anyone’s party,” Nahta emphasized.
Bharathi S. Pradhan echoed Nahta’s sentiments, reflecting on how much the industry has changed over the years. Recalling her time in the 1980s at Free Press, Pradhan remembered a time when media exposure was limited, and traditional reviews were highly influential. “In the 1980s, everyone was reading. There were no social media handles, no television, nothing. Limited magazines, limited papers. The bulletin I wrote for was read by people from JRD Tata’s table to the next door,” she said, highlighting the immense power critics held during that time.
Pradhan also pointed out that the reliance on paid media for entertainment promotions is not a new phenomenon. “This has been going on for a long time,” she explained, adding, “The current trend is just a continuation of what has existed for decades.” She further discussed the role of influencers in today’s entertainment marketing, noting that social media and influencer-driven campaigns have significantly changed the way movies, shows, and music are marketed.
The conversation sheds light on the ongoing shift in the entertainment industry towards paid media and how this trend is reshaping the way content is promoted and critiqued. While paid reviews and influencer partnerships have become ubiquitous, both Pradhan and Nahta continue to advocate for integrity in the industry, holding on to the value of honest and impartial criticism.