Overview

• Speaking on Komal Nahta’s Game Changers podcast, Johar mocked the practice with a quip about gifting himself ₹1 crore and throwing a party for it.
• He said the industry is shaming itself by peddling inflated numbers and insisted viewers care only whether a film works.
• Johar rejected the term “corporate booking,” calling it “self-booking,” and said agencies now fill seats for pay.
• He described self-buying as a short-term nudge that could be used as marketing without determining a movie’s long-term fate.
• He noted the spend has limits, usually to opening weekend or a second Friday, as trade voices continue to warn it undermines box-office credibility.