56th International Film Festival of India (IFFI) Debate: Navigating Ethics, AI, and the Rise of Paid Influence in Film Criticism
SDG 9: Industry, Innovation and Infrastructure | SDG 4: Quality Education (Media Literacy)
Institutions: Ministry of Information and Broadcasting | National Film Development Corporation (NFDC)
The 56th International Film Festival of India (IFFI) hosted a pivotal roundtable titled “Beyond the Thumb – The Role of a Film Critic: A Gatekeeper, an Influencer or Something Else?”, bringing together renowned international critics to debate the future of the profession. Moderated by Davide Abbatescianni, the panel featured voices like Barbara Lorey de Lacharrière, Deepa Gahlot, and Sudhir Srinivasan, who examined how digital disruptions, AI, and social media are reshaping film discourse.
The discussion highlighted a divide between the “democratization” of criticism and the erosion of depth. While Sudhir Srinivasan argued that the shift from a few powerful media houses to “a thousand little voices” has made the ecosystem more democratic, Deepa Gahlot warned that online criticism is increasingly driven by “fandom” and Key Opinion Leaders (KOLs) who may be hired by distributors, blurring the line between genuine review and paid promotion. Concerns were also raised about the “slippery slope” of AI-generated content and the shrinking space for professional criticism in print media. The consensus was that while mainstream cinema may bypass critics, independent and debut filmmakers still rely heavily on credible reviews to reach audiences.
Policy Relevance
Creative Economy & Media Integrity: As the Government of India formally recognizes film as a key pillar of the creative economy, fostering a robust, credible ecosystem of film criticism is essential for the growth of independent cinema. Digital Regulation: The debate on paid influencers (KOLs) masquerading as critics underscores the need for stricter enforcement of influencer disclosure norms (as mandated by ASCI and the Consumer Affairs Ministry) to protect viewer interests. Cultural Diplomacy: Hosting such global dialogues at IFFI reinforces India’s soft power strategy, positioning the festival not just as a marketplace but as a thought leader in global cinematic art.
Who are “Key Opinion Leaders” (KOLs) in film criticism? → Key Opinion Leaders (KOLs) are influencers with significant social media followings who can sway public opinion. Panelist Elizabeth Kerr highlighted a growing ethical concern where distributors hire KOLs to generate positive buzz, blurring the line between genuine critical analysis and paid promotion, unlike traditional critics who prioritize editorial independence.
Relevant Question for Policy Stakeholders: How can the Ministry of Information & Broadcasting collaborate with bodies like International Federation of Film Critics (FIPRESCI) to institutionalize “Film Appreciation” as a formal module in mass communication curricula to combat the dilution of media literacy in the age of AI and influencers?
Follow the full news here: Film Critics Debate the Evolving Role of Film Criticism at IFFI 56