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Indian cinema, including the thriving South Indian film industry, is facing increasing challenges in drawing audiences to theatres. Among the many concerns—rising budgets, competition from OTT platforms, and shifting audience expectations—filmmakers are now turning their frustration toward another factor: film reviews.

While Telugu filmmakers occasionally voice concerns about audience turnout and online criticism, the issue seems more intense in Tamil cinema. Director Prem Kumar, known for acclaimed films like 96 and Meiyavazhagan, recently expressed his dissatisfaction with the state of film reviewing in Kollywood.

Speaking at the Indian Screenwriters Association Conclave, alongside directors Vivek Athreya and Hemanth Rao, Prem Kumar stated that negative film reviews have become a “big problem” in Tamil cinema, growing worse with time.

“We used to have critics; now we have uncivilised reviewers,” he said. “They present films in a poor light, targeting the first weekend collections deliberately. The idea is that if they affect box office numbers, producers will be compelled to engage them for future projects.”

He further alleged that over 90% of Kollywood reviewers are paid and that many lack the understanding needed to review cinema responsibly. While he acknowledged that a few reviewers do cater to a niche audience and offer quality criticism, he emphasized that the broader culture of reviewing is toxic and damaging to filmmakers.

However, blaming reviews alone seems shortsighted—especially coming from a filmmaker whose works have been both commercially and critically successful. The core issue may not be reviews, but rather the decline in content quality. Audiences today are selective, with rising expectations for originality, emotional depth, and cinematic excellence. They are no longer willing to invest in films that offer predictable storylines, clichéd drama, and cringe-worthy moments.

It’s also important to note that no negative review can truly sink a film with good content. On the contrary, word-of-mouth and positive reviews often elevate a well-made film. The backlash against certain movies isn’t manufactured—it’s often a natural reaction from audiences who feel let down after spending money on a subpar experience.

While Prem Kumar may be raising a valid concern about review ethics, the real damage comes not from criticism, but from mediocre storytelling. Rather than attacking reviewers, it may be time for filmmakers to reflect on the content they are creating. After all, good cinema always finds its audience—regardless of what the critics say.