Anshita Mehrotra

Kannada Cinema Faces a New Credibility Test as Paid Reviews Flood Social Media

Kannada cinema is confronting a growing credibility problem as film teams increasingly enlist social-media creators to post scripted praise on X and Instagram around release time. The practice is amplifying opening-weekend buzz, but it is also blurring the line between genuine criticism and paid promotion, raising questions about transparency, audience trust, and the ethics of digital marketing in Indian entertainment.