Dharma Productions Stops Pre-Release Media Screenings: A New Era in Film Promotion

In a significant shift for the Bollywood industry, Karan Johar and Apoorva Mehta's Dharma Productions have announced that they will no longer hold pre-release media screenings for their films. This decision, made public through an official statement, marks a noteworthy change in the way the production house engages with the media and promotes its upcoming projects.

Dharma Productions expressed gratitude towards the media for their unwavering support over the years. The statement read:

“Dear members of the media, for years, rather decades, you have firmly stood by us at Dharma Productions, supporting our films, sharing our dreams, and celebrating our victories. Your faith in us has been a driving force throughout our journey, and we'd like to take this moment to extend our deepest and heartfelt gratitude to you all.”

The production house acknowledged the invaluable role of media coverage, reviews, and feedback in reaching audiences, but emphasized the need to adapt their approach.

The statement revealed that this decision was not made lightly. It aims to enhance the viewer experience by allowing all audiences—including the media—to enjoy the films as intended, without prior exposure to reviews or critiques. By eliminating pre-release screenings, Dharma Productions hopes to maintain the excitement and anticipation surrounding their films.

To balance the need for timely reviews and the media's essential role in film promotion, Dharma Productions will instead host press screenings on the first half of the release day. This means that media personnel will still have the opportunity to view the films ahead of their public release, ensuring that reviews can be published promptly.

As one of Bollywood's leading production houses, Dharma Productions' decision is expected to spark discussions across the film industry. It raises questions about the traditional methods of film promotion and the evolving relationship between filmmakers and the media.

By prioritizing the cinematic experience for all viewers, Dharma Productions is setting a new precedent that could influence other production houses to reconsider their own strategies for media engagement and film promotion.

Dharma Productions’ announcement signifies a bold step into a new era of film marketing. As audiences prepare for the upcoming releases, the industry will be keenly observing the impact of this change on viewer anticipation and media dynamics. With this fresh approach, Karan Johar and his team continue to shape the landscape of Bollywood, ensuring that the magic of cinema remains intact.