"All theatres are going empty."
Alia Bhatt’s Jigra was released on October 11, 2024, but has not appeared to draw the audience in.
One person who picked up on the film’s lack of appeal was Divya Khosla Kumar.
Divya took to her Instagram Story to note alleged empty screenings for Jigra.
Posting a picture of an empty cinema, Divya wrote: “[I] went to Citi Mall PVR for a Jigra show.
“[The] theatre was totally empty. All theatres are going empty everywhere.
“Alia Bhatt certainly has a big heart. She bought the tickets herself and announced fake collections.
“[I] wonder why the paid media is silent.”
Divya’s post was reshared on X with a user writing:
“OMG, Divya Khosla Kumar just pulled back the curtain on the intense PR tactics behind Alia Bhatt’s film.”
A user commented: “OMG, is this the real Divya Khosla? I thought it was a parody account.”
Another added: “The queen slayed!”
Omg ….Divya Khosla Kumar just pulled back the curtain on the intense PR tactics behind Alia Bhatt’s film #Jigra#AliaBhatt #DivyaKhosla pic.twitter.com/UnBRpnekbN
— Rahul Chauhan (@RahulCh9290) October 12, 2024
Jigra has been co-produced by Alia and Karan Johar’s Dharma Productions banner.
The company has also been noted to end press screenings for the film.
Shedding light on this, an industry executive shared: “The sanctity of movie reviews and reviewers has become non-existent and word-of-mouth publicity largely involves hearing opinions from friends, family or co-workers rather than professional reviewers.
“If anything, the move, if joined in by others in the industry will discourage the blatant menace of extortion.
“Since years YRF has followed this norm.
“Similarly, Dharma and their films will continue to garner word-of-mouth and acclaim by the first-day first show movie-going audience if the content is worthy.
“If a producer or film team has decided against opting for paid promotion, media portals, ‘journalists’ and so-called trade influencers run negative campaigns as means of extortion.
“In terms of a multi-starrer, each actor is expected to pay up and do individual tie-ups in order to gain significant mention by them.
“Earlier this year, Kalki’s team opted not to pay media, trade and influencers and there was a coordinated negativity done against the film that lasted until the box office figures became monumental enough.”
Since its release, Jigra has currently earned only Rs 7 crores (£6 million) at the box office.
The film tells the story of Satya (Alia Bhatt), who vows to free her brother Ankur (Vedang Raina) from a foreign prison.
Meanwhile, on the work front, Divya Khosla Kumar was last seen in Savi (2024).
Alia Bhatt also has the likes of Alpha and Love & War on the cards.
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