Some experts in the industry say there is a cost to ensuring a bumper opening. For any film the first three days at the box office are very crucial.
Hundreds of fans were recently seen thronging outside the Mumbai International airport, to greet Hollywood heart-throb Tom Cruise. Later, reports suggested that these fans were hired by co-ordinators just to create hype for the star's arrival.
This instance has raised the question of similar initiatives in Kollywood that raise a hullabaloo, just before the release of a film.
In an industry where fan associations and clubs thrive on the promotions of a film as well as their favourite stars, `paid' publicity has turned into a business, say many experts. K.V . Anand, a producer-turned-director currently working on Maatran with Suriya, says, “For any film the first three days at the box office are very crucial. So it's important for such publicity initiatives to be at their peak, especially during the initial few shows at theatres. However, this trend is more prominent in Bollywood, from whatever I have observed.
“From MGR's time until Suriya's, many loyal fans who actually consider their stars to be demigods have worked towards ensuring packed houses on the first few days. They do everything from putting up sensational posters across the city to selling tickets in black, along with other publicity with other publici stunts. Director Pushkar, says, “If the story is strong, the movie is bound to strike a chord with the masses. He adds, “Such gimmicks are unnecessary but nonetheless, this has become part of the trade.” Film critics who have been around in the industry for decades, seem to think there’s nothing unusual when ‘black tickets’ or paid fans are being discussed, for it’s a fan’s way of wishing for the victory of a film. Anandhan, a film critic says, “From black tickets to fan clubs planting their own members at the theatres, many such steps to promote the popularity of the stars have been cropping up.
This isn't a negative trend.
In fact, some fan clubs like that of Vijay’s even distribute free books to the economically backward, just before the release of his film.” Actors point out that this whole ‘paid fans’ and other ways to create a buzz about a film has turned out to be a business of sorts.
Prasanna says, “I personally prefer keeping things low, if I'm unsure about the success of my film. But I do go all out when I am confident about my film.
However, it would be ideal if such gimmicks are directed towards a social cause, rather than making a mere business out of it.”
Hundreds of fans were recently seen thronging outside the Mumbai International airport, to greet Hollywood heart-throb Tom Cruise. Later, reports suggested that these fans were hired by co-ordinators just to create hype for the star's arrival.
This instance has raised the question of similar initiatives in Kollywood that raise a hullabaloo, just before the release of a film.
In an industry where fan associations and clubs thrive on the promotions of a film as well as their favourite stars, `paid' publicity has turned into a business, say many experts. K.V . Anand, a producer-turned-director currently working on Maatran with Suriya, says, “For any film the first three days at the box office are very crucial. So it's important for such publicity initiatives to be at their peak, especially during the initial few shows at theatres. However, this trend is more prominent in Bollywood, from whatever I have observed.
“From MGR's time until Suriya's, many loyal fans who actually consider their stars to be demigods have worked towards ensuring packed houses on the first few days. They do everything from putting up sensational posters across the city to selling tickets in black, along with other publicity with other publici stunts. Director Pushkar, says, “If the story is strong, the movie is bound to strike a chord with the masses. He adds, “Such gimmicks are unnecessary but nonetheless, this has become part of the trade.” Film critics who have been around in the industry for decades, seem to think there’s nothing unusual when ‘black tickets’ or paid fans are being discussed, for it’s a fan’s way of wishing for the victory of a film. Anandhan, a film critic says, “From black tickets to fan clubs planting their own members at the theatres, many such steps to promote the popularity of the stars have been cropping up.
This isn't a negative trend.
In fact, some fan clubs like that of Vijay’s even distribute free books to the economically backward, just before the release of his film.” Actors point out that this whole ‘paid fans’ and other ways to create a buzz about a film has turned out to be a business of sorts.
Prasanna says, “I personally prefer keeping things low, if I'm unsure about the success of my film. But I do go all out when I am confident about my film.
However, it would be ideal if such gimmicks are directed towards a social cause, rather than making a mere business out of it.”
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