New Beginnings

When the inaugural decade of the 21st millennium comes to a close,looking back assumes significance. Only in retrospect can one estimate the magnitude of changes that have swept across the entertainment sector in general and films in particular. In 2000,when the Y2K problem had just been tided over,it was difficult to imagine that a visit to the cinema halls could be clubbed with shopping expeditions and dining-out plans. Equally,smooth functioning air-conditioners,clean comfortable seats,crunchy popcorn,good acoustics and digital relay to prevent weather-beaten on-screen images were a tall order.

The cinema-viewing experience,much to everyones relief,has changed radically though at a price cinema tickets can be as high as Rs 350 and in the process it has even altered the business. For one,it has lent greater acceptance to the concept of category of films that find takers only in the metropolitan cities. Yet another phenomenon that has turned things around for filmmakers is the telly phenomenon. The sale of satellite rights for television which runs into crores has rescued many a producer from crippling losses. The second,of course,is intrinsically linked to the first people who earlier comprised the front-bencher or stall audience,because of the prohibitive ticket costs,now choose to watch films on television. And the TRP war on the small -screen only helps as channels are willing to spend considerable amounts of money to acquire these films as properties. Meanwhile,the marketing and promotion budgets for films has spiralled as a function of creating awareness about films that have crores riding on them. In the present scenario,film stars are giving politicians and business a run for their money when it comes to clocking hours and miles to promote their films. This is in addition to the conventional methods of promotion film ads,print interviews etc. Television reality shows are now a good platform for movie promotions as are shopping malls and the multiplexes. In the present scenario,one is likely to run into film stars selling tickets at the box-office in a bid to attract footfalls.

While the aam aadmi was always a little awed by the larger-than-life film stars,he is,with the advent of the social media,revising his opinion and equally swift in dispensing bouquets and brickbats to the matinee idols. The virulent comments from fans and followers have forced many to reconsider their presence on social networking sites but online activities such as launching websites and portals continue to find favour with the film fraternity.

The omnipresence of stars could be attributed to their presence in the advertising sector as brand ambassadors for a range of products and services. In the process,models,who once represented the world of high fashion,gloss and glamour have rudely been knocked off the pedestal and count as also-rans. Film stars corner the maximum revenues when it comes to the endorsement scenario! In fact considering several top stars now have production concerns,they even rope in the brands they endorse for in-film placements and other such.

Eventually,changes within the business have resulted in the stars securely perched atop the food chain. As the French say,the more things change,the more they remain the same.

Happy New Year!