Karan Johar’s Dharma Productions has announced a significant change in their approach to film screenings, putting an end to pre-release screenings for upcoming films.
In an open letter shared online, Johar and Apoorva Mehta, co-founders of the production house, expressed their heartfelt gratitude to the media and the audience for their unwavering support over the years.
The letter read, “For years, and even decades, you have stood by us at Dharma Productions, supporting our films, sharing in our dreams, and celebrating our victories. Your faith in us has been a driving force, and we extend our deepest gratitude to you all. Every coverage, review, and feedback has been invaluable, helping our films reach audiences far and wide.”
Addressing the decision to halt pre-release screenings, the letter stated, “As we continue to evolve, we find ourselves needing to adapt and innovate. After much deliberation, we have unanimously decided to forgo pre-release screenings for our upcoming films. Though this was a tough decision, we believe it is crucial in ensuring that everyone, including our friends in the media, experiences our films as intended—on the big screen, with the excitement and anticipation of the first viewing intact.”
Dharma Productions also reassured the media that press screenings would still be held on the release day. “We understand the importance of timely reviews and the role they play in our films’ success. As such, we will host press screenings on the morning of the release day for each of our films. We warmly welcome media personnel to attend these screenings and be the first to experience our latest offerings,” the statement concluded.
This move is seen as part of the studio’s efforts to preserve the cinematic experience for audiences, while still acknowledging the media’s crucial role in promoting their films.