Can PR save a flop film? The truth about Bollywood’s hype machine

In Bollywood, perception is profit. The difference between a blockbuster and a box office disaster often comes down to more than just what’s on screen. It’s about who’s talking, what’s being said, and where the story is being told. Public relations isn’t just a support act – it’s the main event when it comes to shaping the narrative around a film, especially when the film itself is struggling to win hearts or headlines.

The anatomy of a Bollywood PR campaign

A successful PR campaign in Bollywood works on three fronts: earned media coverage on news websites, strategic positioning on business and lifestyle platforms, and relentless repetition of key messages.

Even films that stumbled critically, like the Amitabh Bachchan, Jackie Shroff, Katrina Kaif-starrer ‘Boom’, found a lifeline in some great PR. The team seemed to shift focus from the storyline to the film’s bold fashion and behind-the-scenes controversies, and kept it in the news for 2 years during its making and alive in the media long after its lacklustre release. So much so, that it is now a case study in PR hype in Bollywood.

And here are some factual examples of Bollywood films that were notable flops despite significant PR efforts, or became infamous for their high-profile failures, often with mainstream media coverage attempting to salvage their reputations or reframe their narratives:

‘Kites’: Marketed as an international love story and heavily promoted across major news and entertainment websites, ‘Kites’ failed to recover its massive budget at the box office, despite the buzz created by its global PR campaign.

‘Guzaarish’: With a star cast and acclaimed director, this film was positioned as a critical darling. Mainstream news and Bollywood portals ran extensive features on its unique subject and performances, but it still underperformed commercially.

‘Players’: Pitched as a slick action thriller and a Bollywood remake of ‘The Italian Job’, ‘Players’ saw widespread coverage in business and lifestyle media, yet it failed to impress audiences or critics.

‘Tezz’: Promoted as a high-octane action film, ‘Tezz’ received ample attention from news and tech websites for its stunts and production values, but it did not translate into box office success.

‘Joker’: Despite a quirky premise and a strong PR push, including features on entertainment and lifestyle sites, Akshay Kumar-starrer ‘Joker’ was dismissed by both critics and the public.

‘Once Upon a Time in Mumbaai Dobara’: The sequel to a successful film, this title was everywhere in the news cycle, but the hype could not save it from disappointing returns.

‘Swades’: Widely praised by critics and given thoughtful coverage by mainstream and business news outlets for its social message, ‘Swades’ struggled at the box office initially, only to gain appreciation over time.

‘Rocketry: The Nambi Effect’: Covered extensively by business and tech news websites for its real-life inspiration and ambitious production, ‘Rocketry’ faced a tough box office run despite positive PR.

Director Ram Gopal Varma’s films: Many of his projects, such as ‘Nishabd’ and ‘Darna Mana Hai’, were promoted as bold experiments and received coverage in mainstream and Bollywood news. However, they failed to make an impact at the box office, despite the director’s legendary status and the media’s efforts to highlight his unique storytelling.

Can PR really save a flop?

Here’s the truth: PR can buy attention, but it can’t buy love. A film that fails to connect with audiences will always struggle to become a true hit, no matter how slick the PR campaign. However, what PR can do is control the message, expand the conversation, and sometimes, delay the inevitable. By flooding mainstream news, business, and lifestyle websites with positive stories, exclusive interviews, and strategic controversies, PR teams can create the illusion of success – at least for a while.

Case in point – when a film is on the brink of disaster, PR can divert attention to its strengths, spark debates on hot topics, or even manufacture a controversy to keep the spotlight burning. But this is a high-wire act. If the product doesn’t deliver, the hype eventually fizzles out, and the backlash can be brutal.

The dark side of the hype machine

Bollywood’s PR industry isn’t without its secrets. Paid reviews, rate cards, and even threats have become part of the system, with some agencies going so far as to manufacture fake praise to prop up a failing film. This creates a bubble of artificial positivity that can burst spectacularly when the truth comes out. When critics and audiences feel manipulated, trust in both the film and its makers takes a hit.

Crisis management is another tightrope. When PR teams lose control – with mixed messaging, slow responses, or aggressive tactics – the fallout can be worse than the original problem. Ignoring online media or alienating journalists can turn a manageable crisis into a full-blown disaster, as seen in several high-profile Bollywood controversies.

The verdict – PR is a tool, not a miracle cure

PR can give a flop film a fighting chance. It can buy time, generate curiosity, and sometimes, even turn the tide by reframing the narrative. But at the end of the day, the audience decides. If the film doesn’t deliver, no amount of hype can save it from the harsh reality of the box office.

The truth about Bollywood’s hype machine is simple: it’s powerful, it’s relentless, and it can change the conversation. But it can’t change the product. The best PR in the world can’t turn a flop into a classic – it can only make sure everyone’s talking about it while it lasts.