In recent years, especially after the COVID-19 pandemic, the film industry has seen a significant shift in how movies are promoted and received by the public. One of the latest trends that has emerged is the use of paid audiences to create artificial excitement and buzz around a film. Whether it’s videos of cheering fans in a theater or a packed hall at a film event, what appears to be genuine enthusiasm might be a carefully orchestrated illusion.
The Rise of Paid Audiences in Film Promotions
With the decline in theater attendance post-COVID, filmmakers and their marketing teams have had to think creatively to draw audiences back to the cinema. One tactic that has gained traction is the hiring of paid audiences to simulate fan excitement. This practice isn’t entirely new, but its use has expanded significantly as the industry adapts to new challenges.
Paid audiences are now regularly used at various stages of a film’s promotion. From trailer launches and song releases to post-release public reviews, these hired crowds are brought in to clap, cheer, and even offer positive feedback on the film. These staged reactions are then captured on video and circulated on social media by paparazzi and influencers, creating the illusion of widespread enthusiasm.
How Paid Audiences Work
The concept of paid audiences is well-established in the entertainment industry. There are agencies and crowd coordinators who specialize in providing these services. Historically, these crowds were mainly used during the filming of movies or TV shows. However, the rise of reality TV significantly increased the demand for paid audiences, as producers sought to ensure a lively and engaging atmosphere for their shows.
In reality TV, the audience you see clapping and cheering in dance or singing competitions is often hired for the day. These individuals are typically paid a daily wage and provided with meals. There are different tiers of paid audiences as well, including model and non-model crowds. Model audiences, often composed of attractive young women, are positioned strategically behind celebrities to enhance the visual appeal. These individuals can earn more than the standard audience, with daily wages ranging from ₹500 to ₹600.
The Role of Fake Fans in Film Events
The use of paid audiences has now extended beyond TV shows to film events, where the goal is to create a perception of overwhelming fan support. Sometimes, when an event organizer expects a turnout of 1,000 people but only 800 show up, they will hire 200 paid audience members to fill the gap. This creates the impression of a fully engaged and excited crowd, even if the reality is quite different.
According to industry insiders, the use of fake fans isn’t limited to pre-release events. After a film’s release, videos of actors visiting “housefull” theaters with crowds cheering wildly are often staged. In some cases, stories about fans traveling from distant villages to deliver gifts to their favorite stars are also fabricated by public relations teams.
The Business of Image and Perception
In the world of glamour and stardom, image and perception are everything. A positive public image can make or break a career, and film promotions are a critical part of this. Publicity managers and PR teams are tasked with creating a favorable environment for their clients, which sometimes involves manipulating public perception through paid audiences.
A well-known paparazzi photographer shared insights into this practice, explaining that many emerging stars rely on fake fans to build their image on social media. These stars may not yet have a substantial fan base, so they hire crowds to create the appearance of stardom. The videos and photos from these events are then shared widely, helping to craft a narrative of popularity and success.
A publicity manager, speaking anonymously, admitted that this practice is an accepted part of the industry. “Our job is to create a positive environment about our client,” the manager said. “For this, money is given to paparazzi, influencers, critics, and audiences as needed.”
The Impact on the Audience
For the average moviegoer, it’s easy to be misled by these tactics. Seeing a packed theater or hearing glowing reviews can influence one’s decision to watch a film. However, it’s important to be aware that not everything is as it seems. The applause, cheers, and positive reviews you see online or in promotional material may be the result of a well-executed marketing strategy rather than genuine fan excitement.
As the entertainment industry continues to evolve, the lines between reality and promotion may become increasingly blurred. While there’s nothing inherently wrong with promoting a film, the use of paid audiences raises questions about authenticity and the lengths to which some are willing to go to manufacture success.
