Karan Johar’s Dharma Productions Announces No More Pre-Release Screenings for Upcoming Films
In a significant move that could reshape the way Bollywood promotes its films, Dharma Productions, led by Karan Johar, has announced that it will no longer hold pre-release screenings for its upcoming films. The decision was revealed in an official statement co-signed by Johar and the production house’s CEO, Apoorva Mehta, marking a new approach to audience engagement and film promotion by one of India’s leading production houses.
The reason behind the decision
The announcement, released on Monday, explained the rationale behind this strategic decision. According to the statement, the move was made to preserve the excitement and surprise of the movie-going experience. “After much deliberation, we’ve unanimously decided to forgo pre-release screenings for our upcoming films. This decision has been difficult to make, however, we believe it’s a necessary step in ensuring that every viewer, including our friends in the media, witness our stories as they were meant to be experienced,” the statement from Karan Johar and Apoorva Mehta read.
By eliminating pre-release screenings, the production house aims to ensure that everyone—whether it’s a critic, a fan, or a casual movie-goer—experiences the film for the first time without any preconceived notions or early reviews shaping their perspective. This is especially important in the age of social media, where spoilers and early opinions can significantly affect a film’s performance at the box office.
Preserving the cinematic experience
The statement emphasized that the primary goal of this decision is to enhance the overall cinematic experience for the audience. By cutting down on pre-release screenings, Dharma Productions intends to maintain the element of surprise and excitement for viewers. “We believe it will help in maintaining the excitement of the cinematic experience for all,” the statement said, further adding that the decision reflects their commitment to offering audiences a fresh and immersive experience when they step into theatres.
In an era where the movie-watching experience is increasingly fragmented between OTT releases and theatrical screenings, this step by Dharma could help refocus the attention back on the magic of first-day-first-show experiences in cinema halls. The production house’s dedication to preserving the essence of storytelling through this decision is a notable shift, especially in an industry where pre-release buzz often drives initial box office numbers.
Press screenings to be held on release day
Though pre-release screenings are now off the table, Dharma Productions has assured the media that press screenings will still be conducted on the day of the film’s release. “We will host press screenings in the first half of the release day for each of our movies. We warmly welcome all media personnel to join us at these screenings, where you will be the first to witness our latest offerings,” the statement added.
This approach ensures that the media will still have access to the films for timely reviews while keeping the general audience’s experience intact. By limiting press screenings to release day, the production house hopes to prevent the spread of early opinions and spoilers, allowing everyone to form their own unfiltered impressions of the film.
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Impact on Bollywood promotions
Dharma’s decision to discontinue pre-release screenings is likely to have ripple effects across the Bollywood industry. For years, pre-release screenings have been a crucial part of a film’s promotional strategy, helping generate early buzz and securing media coverage before the film hits the theatres. However, in recent times, pre-release reviews and word-of-mouth on social media have sometimes harmed films, especially when opinions are mixed or negative. By eliminating this early exposure, Dharma Productions is essentially leveling the playing field, allowing the film to speak for itself when it opens to the public.
This move could inspire other production houses to reconsider their own strategies in terms of handling pre-release marketing. It also signals a shift towards protecting the integrity of storytelling, with the hope that audiences will enter the theatre with fewer expectations and more excitement.
Upcoming releases
Dharma Productions’ upcoming release, Jigra, starring Alia Bhatt and Vedang Raina and directed by Vasan Bala, will be the first film to be released under this new model. Set to hit theatres this Friday, Jigra has already generated considerable anticipation among movie-goers, with Alia Bhatt’s performance being one of the key draws. The decision to withhold pre-release screenings for Jigra could build more curiosity, driving audiences to the theatres to experience the film without prior media or public influence.
As one of the most influential production houses in Bollywood, Dharma’s decision to break away from the traditional model of pre-release screenings is a bold step. Whether other studios will follow suit remains to be seen, but for now, Karan Johar’s Dharma Productions is signaling a new era of film promotion—one where the audience’s first viewing experience is paramount.
