A strong turnout of 200-400 participants at many film trailer and teaser launches, as well as fan engagement activities in Mumbai, can be ensured for just Rs. 200-500 per person and a meal, say showbiz insiders. It ensures that the actors receive a lively welcome, they say. While this notion of a manufactured crowd and popularity may be surprising, those in showbiz say that over the years, it has become an established trend in Mumbai.

This charade of popularity creates an illusion that there are hundreds of genuine fans cheering for the actors. Insiders say that there are publicity teams and marketing agencies working to create fake crowds – both for cheering and protesting – to create hype.

But why do production houses add this additional expense of hiring fans? A source from an agency that sources fake fans, says, “There is a huge demand for this at film events. Inn logon ko mahaul banane ke liye bulaya jata hai. They shout a lot, whistle, cheer, and go overboard to create the impression that there is hype around the film. All our junior artistes are briefed to act as genuine fans. We brief them before the event to shout names. These clips are then posted and shared on social media to create hype about the actor.”

Event management agencies hire an external agency to gather pretend-fans to cheer for actors. These supposed fans are called junior artistes. A source says, “We were promoting a popular Punjabi actor’s film, and he had an event for his upcoming movie. While he was going through the final details with the events agency, the organiser asked, ‘Junior artiste ka kya karna hai?’ The actor was shocked to find out that these junior artistes are hired to cheer for actors. Next day, at the press con, the actor said, ‘Humne taali bajane ke liye fan nahi bulaye, aap log hi baja do.’

In Mumbai, this is not shocking but rather routine. Sources say that excluding A-listers’ films, several big budget films have hired fans in the last two to three years. There are several south films as well for which a paid crowd was orchestrated.

While the existence of fake fans and manufactured crowds for film events is a surprise to many, showbiz insiders say it is a routine strategy in Mumbai. Event management agencies hire an external agency to gather ‘fans’ to cheer for actors, and they are called junior artistes

Recently, at an event in Gwalior, Kabir Khan was quoted as saying, “When we do (such events) in Mumbai, there would be a (bigger) crowd, but half of them would have been paid to attend.”

When producers and actors don’t have enough money to spend and still want a young crowd cheering for them, they approach schools and college fest organizers, who send their students to fill seats and cheer. While the industry in Mumbai is aware of this strategy, fans outside the city often mistake the manufactured crowds for actual hype around an event.