Kannada cinema grapples with paid review menace on social media

Kannada cinema is facing a growing problem of paid reviews on social media platforms. Film production teams are increasingly recruiting social-media influencers to post curated, scripted messages on X and Instagram, creating artificial buzz around movie releases.

The practice involves coordinated messaging designed to amplify hype and shape audience perception ahead of a film's theatrical debut. Industry insiders view this as a challenge to authentic film criticism and viewer trust in online discourse about cinema releases.