In recent weeks, Bollywood actress Alia Bhatt has become the focal point of widespread controversy subsequent to the release of her much-anticipated film ‘Jigra’. Despite Bhatt’s critically acknowledged performance, the film has been met with lukewarm responses from both critics and audiences alike. The discord appears to have been further fueled by Bhatt’s attempts at mitigating the film’s negative reception through strategic public relations efforts, inadvertently escalating the situation.
The controversy intensified when Bhatt shared a positive review of ‘Jigra’ posted by influencer Malvika Sitlani on her Instagram account. Sitlani praised the film, describing it as a unique and heartfelt depiction of sibling relationships devoid of the typical Bollywood elements of romance or song-and-dance sequences. She commended Alia Bhatt, asserting her performance to be her best yet, and applauded Vedang Raina’s versatility. Bhatt responded to the praise with a simple “Thank you mals!” displayed prominently on the post.
However, the way Bhatt positioned her caption on the Instagram story caught the attention of eagle-eyed Reddit users. Some noted that the placement appeared suspect, positing that it might have been strategically done to obscure the view of empty seats in the theatre shown in the background of the photograph. This observation sparked widespread discussions across social media platforms, with netizens expressing mixed reactions.
The critics on forums like Reddit were particularly vocal, decrying the act as both a desperate and embarrassing measure. One user remarked, “This is both hilarious and super embarrassing! Alia, KJo, Dharma, and her PR need to face the fact that this movie is a flop, and there’s no saving it now. Hiding empty seats or manipulating the narrative with PR won’t change the outcome.
.” Others chimed in, suggesting a more sincere approach to addressing the film’s lackluster performance might quell the growing negativity from the public.
Adding to the firestorm, actor-filmmaker Divya Khossla publicly accused Bhatt and the film’s production team of inflating box office numbers, alleging a stark contrast between reported figures and visibly vacant cinemas. This accusation prompted a series of cryptic social media responses from Karan Johar, the film’s producer, and Khossla. In a related incident, Bijou Thaangjam, a hopeful actor from Manipur, accused the film’s makers of discrimination after being sidelined following prolonged promises of a role in the production, which never materialized.
Amidst these controversies, the very essence of ‘Jigra’ seems overshadowed by the drama outside of the film itself. Released in cinemas on October 11 and directed by Vasan Bala, the film was anticipated to be another successful venture for Bhatt, whose recent cinematic roles have been well-received. Unfortunately, the expectations haven’t translated into the anticipated box office numbers or critical acclaim.
The ongoing saga illustrates the delicate balance celebrities and production teams must navigate between managing public perception and openly acknowledging setbacks. The entire episode stands as a cautionary tale about the consequences of attempting to control the narrative in an era where social media provides an immediate and often unforgiving platform for public opinion.
As the dust begins to settle, some industry analysts speculate on possible reconciliatory strategies Bhatt and her team could adopt to move forward constructively. Acknowledging shortcomings and focusing on future projects with transparency may serve to mend relations with both critics and the audience, presenting a renewed opportunity to regain momentum in what remains an unpredictable film industry landscape.
Moving forward, it remains to be seen how Alia Bhatt and her film production collaborators will handle the fallout from this film’s release and the extent to which they will address the criticism levied against them. Whatever the outcome, the ‘Jigra’ saga is a refresher on the influence and reach of social media, reminding stakeholders in the film industry of the nuanced and evolving relationship between stars, fans, and the ever-watchful public eye.
