Mumbai: Karan Johar’s Dharma Productions has decided to stop pre-release screenings of their movies, the idea being to keep the excitement of cinematic experience alive for all.
“Dear members of the media. For years, rather decades, you have firmly stood by us at Dharma Productions, supporting our films, sharing our dreams, and celebrating our victories. Your faith in us has been a driving force throughout our journey, and we’d like to take this moment to extend our deepest and heartfelt gratitude to you all. Each coverage, review, and feedback has been invaluable to us, and they have undeniably helped us make our films reach audiences far and wide,” said an official statement signed by Johar and Apoorva Mehta.
“As we continue to evolve, we find ourselves at a juncture where we must adapt and innovate our approach. After much deliberation, we’ve unanimously decided to forgo pre-release screenings for our upcoming films. This decision has been difficult to make, however, we believe it’s a necessary step in ensuring that every viewer, including our friends in the media, witness our stories as they were meant to be experienced. We believe it will help in maintaining the excitement of the cinematic experience for all,” Dharma Productions further stated on Monday.
“Having said that, we understand the importance of timely reviews and the role they play in the success of our films. Therefore, we are pleased to announce that we will be hosting press screenings in the first half of the release day for each of our movies. We warmly welcome all media personnel to join us at these screenings, where you will be the first to witness our latest offerings,” the statement added.
As for movie reviews, Dharma Productions informed that they would be hosting screenings for the media in the first half of the film’s release day.