Some of the celebrities like Mahesh Babu, director S S Rajamouli, Rana, Siddharth, Lakshmi Manchu and a lot others are daily updating their twitter pages, so much so that it has become mania to them. Some like Rajamouli and Lakshmi Manchu and others are trying hard to promote their current films on twitter and facebook aggressively. Looks like they are under impression that it would help reach audiences and translate those ‘hits’ into collections. To reach wider audiences, using all the available media effectively is definitely a good idea but some of these stars’ twitter messages and their over-confidence in that they are directly meeting their fans seems very silly.
Several stars wrote at length about Prasthanam on their twitter pages. What happened to that movie: producer lost half of the amount. Even the collections in overseas, where Telugus completely rely on net and chat aggressively on twitter and face book, remained dismal.
Hero Ram spoke at length how much he enjoyed meeting his fans at various theatres during the promotion of Rama Rama Krishna Krishna and publicized about the film on twitter. And we know its result.
When asked why he is not releasing any film, Mahesh Babu said: “I am trying hard to release my film immediately but could not do so. But I am connecting with my fans through twitter.” It either can be a defensive statement or over estimation on the power of these so-called ‘social-networking’.
Now Rajamouli is promoting his Maryada Ramanna on facebook and twitter heavily. He even created special id for the film. Manchu Lakshmi is doing the same for her ‘Jummandi Naadam.’
This trend is not new to Tollywood. Bollywood starts started this and they have burnt their hands. Abhishek Bachchan heavily promoted his film on twitter about Raavan, by daily giving all the info about the film and interacting with the so-called fans. Does this publicity help any in the collections? Raavan is one of the poorly opened films despite heavy publicity blitzkrieg in the recent times. Hrithik Roshan did the same during Kites, yet his twitter publicity could not save the film from sinking just days after the release.
Interestingly, the biggest marketing guru among Indian stars Aamir Khan never promoted the film on twitter or face book. Infact, he doesn’t have any account on twitter yet. But Aamir Khan creates all the buzz before the film by being down-to-earth and using all the traditional media so effectively. He gives human touch to his promotion. Where as our stars in their twitter messages seem very brash and write ‘very silly’ things.
Earlier, a so-called young producer used to put all the false collections on Orkut, and used to claim that Orkut would change the way we would promote films. Now Orkut has become out of fashion.
Lack of credibility
Now the question comes why films are not becoming hit, even after stars promoting their films aggressively on their twitter pages and their so-called fans daily interacting with their stars. Simple reason: media still has credibility, where as celebrities by their nature tend to tell not truths. It is natural that every director or star to say good things about their films but that is not the truth right.
Also look at these examples: hero Siddharth on his twitter page wrote about list of hits and flops of his films. In his argument he said that only two films lost money and rest made on his career. Any one who has minimum knowledge about films knows what is the real truth.
Rana too defended that his film with Selva Raghavan would go to the sets despite news in several websites came that the film has been dropped off. Now Selva started, as the websites had written, another film with his brother.
Vedam team along with Rajamouli went on trumpeting about the film. Rajamouli even used Vedam poster as backdrop for his page and he has huge fans and credibility. Yet the movie could not become a sensation like Gamyam.
A top Mumbai film journalist Upala aptly commented on this trend: “Isn’t it odd? Despite the fact that stars promote their films so much on Twitter it almost never translates into collections at the box office?”.
Let’s hope our Tollywood celebrities who are promoting their forthcoming films through this media get success unlike Bollywood.
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