Kerala film bodies chalk out new guidelines to tackle review bombing

The film bodies called for a meeting in Kochi with film PROs and digital marketing agencies on Wednesday, 1 November.

On Thursday, 2 November, the FEFKA held discussions with KFPA and hailed the decisions taken against review bombing. During the meeting, the film bodies mooted future action plans against purported negative reviews of new Malayalam films.

Related: Professional reviews and motivated reviews are different: Kerala HC

New guidelines

• As part of the new guidelines, digital marketing agencies that promote films will be shortlisted, and they need to get accreditation from the KFPA.
• Platforms that have maximum reach will be considered for online promotions.
• Digital marketing agencies will be monitored and invited to press conferences to ensure anyone with a smartphone doesn’t just walk into the press meets.
• Video reviews won’t be allowed near theatres immediately after the shows in the initial days of the release of a film.
• Information regarding any violation of the guidelines would be passed on to producers by the film PROs and digital marketing platforms.

The KFPA noted that content creators were making revenue by giving negative reviews, which were affecting the collection of movies.

The KFPA also clarified that it was not against reviews but had only banned video reviews near theatres in the initial days.

The producers requested the Film Chamber to initiate necessary measures to stop filming video reviews on theatre premises.

Following this, the Film Chamber directed the theatre owners to ensure that such practices (video reviews) were not held after the shows in the initial days.

Further, the KFPA asked the FEFKA to list out the online platforms with which the producers can make agreements for promotional activities of movies.

Related: Kerala HC interferes with new trend of Malayalam film reviews

No personal attacks in reviews: FEFKA

In a statement, the FEFKA asserted that it won’t ban film reviews but only wanted the content creators to practise the same in a democratic environment.

However, it strongly disagreed with acts like body shaming, casteist attacks, gender inequality treatment, and personal attacks that were being incorporated into movie reviews. A committee will be formed against such acts to help the victims get legal help, the statement added.

It was also informed that rules will come into effect to stop the circulation of pirated versions of movies.

Related: Nine booked in first-ever ‘review bombing’ case in Kerala

Case against review bombing

For the first time, a case was registered in October by Kochi City Police against the film review bombing.

This was in response to the complaint filed by Ubaini, director of Rahel Makan Kora (2023), where he said deliberate attempts were made to degrade his film on social media.

Meanwhile, the Kerala High Court called for close monitoring of online platforms to ensure that malicious film reviews or review bombings of movies were not anonymously uploaded or circulated.

Earlier in October, the Kerala High Court sought an explanation from the Union and the state governments on how to curb negative reviews by online vloggers on the release day of the film.

This came after the petition of Mubeen Rauf was taken into consideration by Justice Devan Ramachandran.

In his complaint, Mubeen stated that the vloggers were uploading negative reviews without even watching movies, which was affecting their ventures.

Related: The curious case of negative campaigns against Malayalam films