Bollywood's obsession with box office numbers has taken a controversial turn, with actor and filmmaker Divya Khosla launching a fresh attack on the practice of corporate bookings, specifically citing Alia Bhatt's film Jigra as an example. Khosla alleges that inflated collection figures, bolstered by bulk ticket purchases, create a false narrative of success.
What Are Corporate Bookings?
In the high-stakes world of Bollywood, a film's fate is often decided within its first weekend. This pressure has given rise to the contentious practice of corporate bookings. Simply put, this involves the film's producers or associated brands purchasing a large number of theatre tickets in bulk. The aim is to project the illusion of packed houses and robust demand, thereby influencing public perception and media coverage.
Divya Khosla, during a recent Ask Me Anything (AMA) session on Reddit, was questioned about her earlier criticism of Jigra's collections. She stood by her remarks, stating a moral obligation to speak out against what she perceives as a widespread malpractice. "There are certain things I feel – the moral practices especially – I think I should be using my platform and position to talk about something if it is truly wrong," Khosla explained.
The Core of Khosla's Accusation
Khosla did not mince words, connecting the practice to a broader culture of influence within the industry. "People do corporate bookings and buy awards, and you indulge in all of this just because you have power and money," she asserted. She highlighted the disparity this creates, questioning, "Where do people who don’t have all that go, and what about them?"
She emphasized that the issue extends far beyond a single film. "It’s not just Jigra, because corporate bookings are happening in 90% of all Bollywood films," Khosla claimed. She argued that the declared box office figures are often grossly inflated, with the actual collection "nowhere near that." According to her, this is an open secret no longer hidden from the audience. "Everybody in the industry knows this, and I think the audience also knows," she added, calling for the community to address the issue collectively.
Background of the Jigra Controversy
The current debate stems from an incident earlier this year when Khosla publicly called out Jigra's makers. After attending a show at a PVR theatre in Citi Mall, she posted a picture of an empty hall on social media. Her accompanying caption directly accused Alia Bhatt and the team of manipulating numbers: "Alia Bhatt me sach mein Bahut Jigra hai. Khud hi tickets karide aur fake collections announce kar diye." She also questioned why the "paid media" remained silent on the matter.
Directed by Vasan Bala and featuring Vedang Raina, Manoj Pahwa, and Sikandar Kher, Jigra received moderately positive reviews from critics. However, it ultimately failed to translate that into a strong theatrical performance, which Khosla's comments suggest was masked by artificial means.
Divya Khosla, who is married to T-Series head Bhushan Kumar, concluded her remarks by stressing the need for meritocracy. "Things have to be on merit, or where does it end?" she questioned, framing her outcry as a stand for fairness in an industry she says is divided on the issue.
