Evolving from the exclusive domain of seasoned critics writing for newspapers and magazines to a more democratised arena where social media influencers wield significant power. This transformation has been particularly pronounced in Bollywood, where the influence of digital platforms and social media personalities has redefined how audiences consume and engage with film reviews. As the digital age continues to advance, the landscape of film criticism is marked by increased accessibility, immediacy, and a blend of traditional and new-age perspectives.  

Historically, Bollywood's film criticism was the preserve of a few established critics who wrote for leading publications. Their reviews were often seen as authoritative and could significantly impact a film's box-office performance. Names like Rajeev Masand, Anupama Chopra, and Khalid Mohamed were synonymous with Bollywood film criticism. Their reviews were awaited with bated breath by filmmakers and audiences alike, serving as a barometer for a film's potential success.   However, the advent of social media has disrupted this traditional model. Platforms like YouTube, Instagram, and Twitter have given rise to a new breed of film critics: social media influencers. These influencers, who often have substantial followings, offer their reviews and opinions on films in a more informal, relatable, and often entertaining manner. Their reviews are not confined to the written word but encompass video reviews, live reactions, and interactive discussions with followers.  

The immediacy of their reviews is one of the most significant changes brought about by social media influencers. Unlike traditional critics, who might publish their reviews a day or two after a film's release, influencers often share their thoughts in real-time, sometimes even as they exit the theater. This immediacy appeals to today's fast-paced, digital-savvy audience, which seeks instant opinions and reactions. Influencers like Karan Johar, who combines his filmmaker status with his social media presence, and YouTubers like Sucharita Tyagi and Anmol Jamwal of "Tried and Refused Productions" are prime examples of this trend.  

Another critical aspect of this shift is the democratisation of film criticism. Social media has made it possible for anyone with an opinion and a platform to become a film critic. This democratisation has both positive and negative implications. On the positive side, it has diversified the voices in film criticism. Audiences can now access a wider range of perspectives, from those of established critics to everyday moviegoers who share their honest opinions. This variety enriches the discourse around films and allows for a more comprehensive understanding of their impact and reception. However, this democratisation also poses challenges.

The sheer volume of opinions available online can be overwhelming, making it difficult for audiences to discern credible reviews from mere noise. Social media personalities' influence can also lead to the spread of biased or uninformed opinions, which can skew public perceptions of a film. In some cases, the focus on garnering views and likes can lead to sensationalism and clickbait reviews, undermining the integrity of film criticism.  

Moreover, the rise of social media influencers has introduced a more personal and interactive dimension to film criticism. Influencers often build a rapport with their followers, who trust their opinions and engage with their content regularly. This personal connection can significantly influence audience behaviour and film choices. For instance, influencers like Komal Nahta and Salil Acharya, who interact with their followers on Twitter and YouTube, have created communities of fans who value their insights and recommendations.  

The integration of social media into film criticism has also led to a more dynamic and visually engaging format. Traditional written reviews are now supplemented with video essays, reaction videos, and Instagram stories. These formats cater to the preferences of younger audiences, who favour visual content and quick, engaging snippets of information. Influencers like Ashish Chanchlani and Bhuvan Bam, known for their humorous takes on films, have successfully tapped into this trend, blending entertainment with critique.  

Additionally, social media has amplified the reach of film criticism. Influencers with millions of followers can impact a film's perception far beyond the confines of traditional media. A single tweet or Instagram post can go viral, shaping public opinion in a matter of minutes. This amplification can be a double-edged sword; while it can boost a film's visibility and success, it can also lead to rapid and widespread negative backlash if a film fails to meet expectations.  

The evolving landscape of film criticism in the age of social media influencers also reflects broader cultural and technological trends. The shift towards digital consumption, the rise of user-generated content, and the growing importance of social media in everyday life are all contributing factors. This evolution is not limited to Bollywood but is part of a global phenomenon affecting film industries worldwide.  

The changing landscape of film criticism in the age of social media influencers represents a paradigm shift in how audiences engage with and evaluate films. The blend of traditional and new-age criticism offers both opportunities and challenges. While the democratisation of film criticism has introduced diverse voices and perspectives, it has also brought about concerns regarding credibility and quality. As social media continues to evolve, so too will the nature of film criticism, with influencers playing an increasingly central role in shaping the discourse around Bollywood films. The influence of personalities like Karan Johar, Sucharita Tyagi, and Anmol Jamwal underscores the growing importance of social media in the realm of film criticism, heralding a new era where every opinion counts and every voice can be heard.