Mumbai—Alia Bhatt’s latest film, “Jigra,” hit theaters today, marking its much-anticipated release. However, the reception from audiences has been less than stellar. Instead of the strong positive feedback the makers were likely hoping for, the film is encountering a barrage of criticism, with some viewers going so far as to accuse the production team of inflating ticket sales figures, as many theaters show a stark number of empty seats.
In “Jigra,” Alia Bhatt takes on the role of Satya, a character who evolves into a fearless figure in her quest to save her brother, portrayed by newcomer Vedang Raina. While the storyline centers around familial bonds and bravery, the audiences’ critique of the film seems to overshadow its narrative. The film, co-produced by industry heavyweight Karan Johar, was expected to be a roaring success. However, early reports hint at a potential box-office mismatch.
Renowned for his outspoken views, self-proclaimed critic Kamaal R Khan has also joined the ranks, labeling the film a failure and pointing out the scant audience presence in theaters. This sentiment is echoed by several netizens who have been vocal on social media, providing dismal reviews and sharing pictures of nearly empty cinema halls, giving credence to the alleged falsified ticket sales claim.
One Twitter user, Rahul Chauhan, humorously criticized the film’s marketing strategy with his comment, “Whoever made the corporate booking… Dude, you could have used a bit of common sense #JIGRA #Jigra #AliaBhatt,” highlighting what appears to be a lack of genuine audience interest. This post, along with others sharing similar sentiments, suggests that corporate bookings may have inflated ticket sales without middle-of-the-road interest in mind.
Other posts echo this theme with comments such as “Came to watch #Jigra (Telugu) in my hometown. Only two tickets were sold and that too are online tix.
. No audience is here except me, the gatekeeper, and eegalu,” capturing stark images of lifeless theater environments. Such tweets have flooded the platform, painting a discouraging picture of the film’s apparent reception across various locations in India.
The backlash also includes humorous comparisons, as one tweet mentions, “They compared Alia to bacchan but never revealed they meant Abhishekh. #Jigra,” underlining the perceived exaggerations in promotional narratives. It isn’t long before the film industry circles and media point fingers at what some describe as stage-managed publicity efforts.
There’s also a palpable dissatisfaction among netizens regarding the performances and the film’s promotional strategies. One user criticized, “What has she done, man? Besides PR, fake narratives & manipulations their movies don’t do anything.#Jigra,” calling into question the authenticity and quality of the films Alia is currently associated with.
Reports are now surfacing, claiming that as many as 75% of “Jigra’s” scheduled shows across India may be canceled due to low audience turnout. Internet chatter is rife with rumors that Alia Bhatt’s PR team is scrambling to initiate damage control by reaching out to influencer portals on social media platforms in a bid to reverse the downfall in viewership and box office performance by mere favorable write-ups.
As many reflect on “Jigra’s” release, it’s apparent that what had the potential to be a blockbuster is instead causing tension for the cast and production team. This has opened up conversations on the part such marketing plays in hyping cinematic anticipation, prompting discourse surrounding the genuine nature of film success in an era of curated experiences.
Despite the storm of negative feedback, it’s still the early days for “Jigra’s” box office journey. Historically, films have often redefined the narrative through strategies like word-of-mouth or overseas audiences, but only time will tell if “Jigra” can re-align its trajectory. Still, for Alia Bhatt and her team, the initial response is nothing short of a wake-up call, underscoring the challenging terrain of cinema where critical acclaim and audience reception are inherently unpredictable.
