Karachi (The COW News Digital) Pakistani actors Faisal Qureshi and Hareem Farooq have raised concerns over an alleged paid negative publicity campaign targeting their upcoming Punjabi film, Mango Jatt, warning that such practices could further damage an already struggling film industry.
The two actors expressed their concerns on social media, questioning the motives behind negative reviews and online criticism that allegedly emerged before audiences had a fair opportunity to watch the film.
Faisal Qureshi addressed the issue in a video shared on Instagram, questioning why people begin posting critical comments about a film without watching it first. He suggested that genuine film criticism should be based on the actual viewing experience rather than preconceived opinions or coordinated online activity.
According to Qureshi, professional critics generally assess a film after watching it, allowing them to evaluate its performances, storyline, direction and overall production. However, he expressed concern that negative comments sometimes appear in large numbers shortly after a film’s release, raising questions about whether some of the criticism is being driven by paid promotional activities.
The actor warned that such campaigns could discourage filmmakers, affect audience perceptions and undermine efforts to revive Pakistan’s cinema industry. He indicated that the consequences of deliberately damaging a film’s reputation could extend beyond a single production, potentially affecting the wider entertainment sector.
Pakistan’s film industry has faced persistent challenges, including limited theatrical releases, financial constraints, competition from international content and changing audience preferences. Industry professionals have repeatedly stressed the importance of encouraging local productions and creating an environment in which filmmakers can compete fairly for viewers’ attention.
Meanwhile, Hareem Farooq, who is associated with Mango Jatt as its producer and actress, also highlighted the issue through her social media accounts. She shared screenshots of online posts that, according to the concerns raised, appeared to suggest that negative commentary about the film may have been circulated in exchange for payment.
The screenshots prompted questions about the possible use of organised online campaigns to influence public opinion about Pakistani films. Paid digital promotion is common across the entertainment industry, but concerns arise when promotional activities allegedly involve misleading audiences or presenting sponsored criticism as independent opinion.
The allegations have brought renewed attention to the growing influence of social media on the commercial performance and public reception of films. Online reviews, short videos and comments can shape audience expectations before people decide whether to purchase cinema tickets. As a result, coordinated criticism, if established, could create additional difficulties for filmmakers seeking to attract audiences.
However, the allegations concerning a paid campaign against Mango Jatt have not been independently verified. The screenshots shared on social media do not, by themselves, establish who may have organised such activity or whether payments were made to target the film. No independently confirmed evidence identifying those allegedly responsible was provided in the available report.
Neither the allegations nor the actors’ concerns should therefore be treated as conclusive proof of a coordinated campaign.
The controversy has nevertheless renewed discussion about responsible film criticism, transparency in digital promotion and the need to protect creative work from potentially misleading online practices.
For Pakistan’s cinema industry, the central challenge remains building audience confidence, supporting local productions and ensuring that films are judged on their content and artistic merit rather than unverified claims circulating online.
As the debate continues, the response from audiences and industry stakeholders may help shape a broader conversation about fair competition and ethical conduct in Pakistan’s evolving entertainment landscape.
