Karan Johar on doing movie PR: Filmmaker Karan Johar has been in the film industry for more than 25 years and has seen many ups and downs all these years. Being an insider, Karan knows a lot about what happens within the fraternity.

Recently, he revealed how far producers go to ensure that their films become hits. He pointed out that online reactions regarding a film are often biased and much of the negativity is generated by rival fan clubs or individuals seeking attention.

Karan also admitted that, as a producer, he too had paid individuals to say positive things about his films to influence perceptions around his movies.

Karan Johar on paying people to change perceptions around his films

Karan appeared on the Galatta Plus roundtable, where he said that some people say sensational things about a film because they want to go viral by giving loud reactions. He said, "Many times we also as PR send our own people and say praise the film and all, that happens."

Listening to Karan, the rest of the panel members reacted a little amused. KJo continued, saying, "Sometimes you are struggling to make a mark. Obviously, many times you want to put out good videos."

"When you are vulnerable, you will say critic, critic, critic but then you dig out those critics who have liked the film and make that big poster with five stars, four stars, three stars and two stars. Some of these critics haven't heard of themselves also. Where we have found those people, we do that also," he added.

Karan continued, "As a producer, you will make every last-ditch attempt to make your film be heard. So, while I may critique criticism, I'm also riding on their backs when they praise a film... I change with every film. Some films work on their own, so I can take the high ground and stay quiet. Some films are average, so we need to give the impression that they're doing better than they actually are."

The filmmaker then added that he has a problem when reviewers ask people not to watch certain films and stated, "Your job as a reviewer is to give us your criticism or your praise. The choice to watch the film has to be left to the audience."

He then said that after the film is doing well at the box office, he can relax and turn down interviews because the film doesn't require any more publicity. "It's the middle order film that you have to fight for, that you have to create an aura and energy around... It's a very interesting exercise," he said.

Johar returned after 7 years as a director in 2023 with Rocky And Rani Kii Prem Kahaani, which became a major hit and crossed over 300 cr worldwide.