The Indian Film and Television Producers Council (IFTPC) has threatened legal action against social media reviewers who have been accused of ‘extortion’ by deliberately leaving negative reviews. The producers’ body says some reviewers on social media are undermining films by asking for money to avoid posting derogatory videos, terming the practice a danger to the health of the film industry’s creativity and economy. Read on to know more.
IFTPC Warns Social Media Influencers Against Leaving Negative Film Reviews In Exchange For Money
The IFTPC, representing more than 375 major film and television producers, released a statement on Monday stating it has retained lawyers to “pursue all avenues of remedies available under both civil and criminal codes” against what the IFTPC calls predatory conduct by influencers.
Some influencers have been using an alarming trend of coercive tactics, according to the council. These allegedly involve threats of posting malicious reviews or staging negative campaigns against new releases if producers pay them their financial demands. If the payments are not given, these individuals initiate online smear campaigns meant to harm a film or series’ commercial viability, says the IFTPC.
But the producers’ organisation took pains to emphasise that it is not after legitimate reviewers or seeking to suppress free expression. “We welcome genuine, constructive criticism,” the release said, going on to add that the problem lay with individuals whose acts of extortion go far beyond the purview of legitimate reviewing.
Over the last decade, YouTube and Instagram have revolutionised the film review landscape, and India’s ecosystem has expanded exponentially. Solo reviewers now have huge followings, with some of them garnering millions of viewers per clip. For some time now, directors and actors have been complaining about the lack of accountability among online reviewers. One of the most forceful industry-wide actions to date is the IFTPC warning, which shows that producers are prepared to take legal action in response.
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