India's $60-billion Bollywood industry is facing a deepening credibility crisis, as insiders warn that manipulated film reviews and inflated box office numbers are distorting public perception, ultimately hurting ticket sales.

Streaming platforms have disrupted traditional cinema but industry veterans say Bollywood's woes are also self-inflicted -- including the trend to declare a film a "hit" even before its release.

"If you don't engage these influencers and critics, they will write bad reviews, even if the film is good," producer-distributor Suniel Wadhwa told AFP.

"If the film is bad, they will write good things about the film, provided the producer or studio has paid them."

Trade analyst and veteran distributor Raj Bansal said audiences have grown sceptical of early rave reviews.

See Full Page