Actor Yami Gautam has released a strongly worded statement raising concerns about what she describes as a growing “extortion culture” within Bollywood’s marketing and publicity ecosystem. Her remarks highlight a practice she believes is becoming increasingly harmful to filmmakers, production houses, and the creative integrity of the industry.

Claims of Payment Demands for Positive Coverage

Gautam alleged that a troubling trend has emerged where money is demanded under the pretext of film promotions to manufacture positive buzz. She further claimed that in some cases, negative narratives or misleading stories are circulated until such payments are made, putting pressure on producers and actors to comply.

Calling it a “plague” that threatens the long-term health of Indian cinema, she urged producers, directors, and fellow actors to stand together to put an end to such tactics, adding that if left unchecked, the system could eventually harm everyone involved in filmmaking.

Contrast With South Indian Film Industries

The actor drew a comparison with the South Indian film industries, which she said do not tolerate such exploitative practices. According to her, their stricter norms help preserve the authenticity of marketing and allow audiences to engage with films without manipulated narratives.

Speaking as Both an Artist and a Filmmaker’s Partner

Gautam also referenced her personal connection to the creative process, speaking as both an industry professional and the wife of filmmaker Aditya Dhar. She emphasised that the team behind their upcoming film Dhurandhar has worked with honesty and dedication, and that audiences should be given the freedom to evaluate films on merit — not through publicity distorted by coercive demands.

A Call to Protect the Integrity of Cinema

Yami Gautam’s statement adds to a growing conversation about transparency, ethics, and accountability in film promotion. Her appeal for collective action underscores the need to protect the filmmaking ecosystem from practices that compromise artistic work and influence audience perception.