New Delhi, July 16 : Films are a favourite subject of netizens on each and every social media. Sadly, of late, people find very little to discuss about films.
Realising the importance of social media, the stars created a cell to handle their promotion as well as defence against negative posts. This move also leads to a war of social media posts very often. For example, if a Salman Khan film is released, the other camp tries to run his film down, while his social media cell shields him.
Internet debates on films were sincere but based on personal beliefs. People had different opinions. Fair enough. It all went dirty when the media cells of various artistes took to social media.
Often, these influencers also help a star. It is all about money. There are a few film trade magazine journalists who now carry a price tag to do an actor or a film’s bidding purely based on their past reputation as trade journalists.
Lately, social media folks have taken to calling the stars’ bluff, running them down and insulting them. Probably, because there are no good films to write about (good, as in a film they would like to watch).
The recent example is that of erstwhile star Kajol. As is the norm, a rather foolish one, she posted her opinion that the country was run by uneducated leaders. A school dropout that she herself is, it was rather out of place of her to comment about national leaders. But social media gives you that kind of courage. No wonder she was trolled so brutally that she needed to explain what she meant by her comment! You have a vote to change the system, Madam.
Social media works both ways and is a great way for celebrities to communicate if you know what you are talking about. Otherwise, avoid it. Because, all celebrities are under scrutiny and film stars get special attention.
One of the earliest celebrities to use social media to retain and add to his following was Amitabh Bachchan. His blog presented the human side of Bachchan, whose world was a secret, hidden away from people.
One can say that it went a long way in creating a bond between Amitabh Bachchan and people. Unlike what Bachchan did, to create positive vibes, a lot of flash-in-the-pan kind film artistes spew only negativism on the social media. They want to be noticed, no matter what; instead, they get trolled, abused.
If you remember the greetings cards business, which worked on the idea of numbing people’s logic, especially of the youth, cashed in on specially devised days (international day of so and so!): for father, mother, sister, chocolate, lover, rose, dog and what have you! Now we have a breed called influencers on social media!
What is it that works for a film’s promotion? Because, now there are no wall posters, no hoardings, no buying print media advertorial space either. That era is long gone. So what is the alternative? Internet and social media.
The reactions can work either way, for or against a film, depending on how you present it. The one example is ‘Adi Purush’; the other is ‘Pathaan’.
‘Adi Purush’ was rejected at the social media level. If one read the people’s reactions, the film’s release could have been held back to rework on it. The ‘Pathaan’ promo caught the imagination of the people on and off the social media. That promotion worked and the sagging career of Shah Rukh Khan was revived.
Of course, to Shah Rukh Khan’s credit, he had taken the risk doing an out-and-out action film (with a touch of patriotism), which has never been his forte. He was a romance icon which. It is a genre which comes to an end eventually with age and when trends change. The way Rajesh Khanna’s unprecedented romantic hero image gave way to Amitabh Bachchan’s angry action image.
Shah Rukh Khan tried all sorts of films from ‘Ra.One’ and ‘Zero’ to ‘Jab Harry Met Sejal’ and ‘Raees’. How could he even think of making such films? Maybe, a bad phase makes one do such things.
Coming back to promotion in the age of internet and social media, Khan seems to have learnt the trick. The ‘Jawan’ reel on YouTube got all the attention a film needs. I call it a reel because it is not a promo the way film promos come. Filmmakers call it a ‘prevue’. Whatever it was, it has worked with 61 million views so far and is a subject of much debate on social media.
Finally, someone has learnt how to use social media.
