"While the promotions are on, the audience gets a gut feeling about a film and they decide on seeing it and I think that's how it should be. It's a business, have you ever read a review of a car? It never happens. Everything is reviewed after it is released, be it a drink or anything else," the 48-year-old said on Thursday at a screening of 'The Forest'.
"Our industry is the only industry where the review comes three days before the release of a film, which is not right. At least, let the film do business, after it releases say what you want to about it, I think it should be a win-win for everyone," he added.
Directed by Ashvin Kumar of the acclaimed 'The Little Terrorist' fame, 'The Forest' is primarily in English language and Javed is confident that it will strike the right chord with the metropolis audience.
'The Forest' also stars Nandana Sen and Ankur Vikal. It is a thriller set in a forest where a man-eating leopard is on the prowl.
"Even though it is a thriller, it is a very classy thriller. There is a message, but it has not been ingrained in harshly. It's very well-put together. It's in English so obviously a major Hindi-speaking audience gets left out.
But the English-speaking audience and the metro audience will definitely like the film," said Javed, whose production venture 'Inshallah Football' won the National Award for the best film on social issues this year.