Diwali remains the biggest release day for both Hindi and Tamil films. If it was Salman Khan’s Prem Ratan Dhan Payo in Hindi, Ajith’s Vedalam and Kamal Haasan’s Thoongavanam were the two big releases in Tamil. While the weeks leading up to Diwali saw a marketing blitzkrieg which ensured that Salman Khan was present across all media, the promotions for the two Tamil films seemed low-key in comparison. Ajith, in his usual style, maintained a ‘no interviews’ policy and refrained from any promotional activity. Yet, his film has amassed the biggest opening so far in Kollywood.
Even as the stars of Bollywood aggressively promote their films with interviews and media appearances, how have stars of Tamil cinema remained big despite staying away from the media?
“An actor’s choice to refrain from the media is a personal one,” says actress Kushboo, who has taken a pro-media approach, remaining active even on social media. “Many come out to promote films, but there are also a few who choose not to, unlike Bollywood, where every actor promotes their films. When an actor like Ajith stays away from promotions, many feel he should come out and do his bit. But when his films like Vedalam , are such massive hits, one wonders if promotions really even matter,” she adds.
Compared to other languages, Tamil stars attract a legion of loyal fans who consider their star’s film as their own, says producer Dhananjayan. “Stars like Rajini, Ajith and Vijay are capable of mobilising a massive number of people, even without offering interviews or appearances. At any time, these stars have at least 10,000 fans to take it upon themsleves to promote their stars and their films on social media. If you can manage that, then why promote it yourself?” he asks.
But it isn't just the established stars. Even the younger stars seem to be emulating a similar approach. According to a source from the industry, actor Dhanush remains unavailable for interviews to the Tamil media, even when his Hindi film promotions stipulate a certain number of media appearances.
Could it then be about the contracts these actors sign up north? An upcoming producer, who didn't want to be named, says, "In Bollywood, offering interviews and other promotional activities are a part of an actor's contract and they're legally bound to do so. But I haven't signed any such contracts with actors here. Moreover, in Bollywood, an actor tends to look at promotions as their responsibility, but here, they look at it as extra work, especially so because they are paid beforehand and hold no stake in the profits after release."
Historian Mohan Raman points out another reason why actors stay away from the media in Tamil Nadu. He feels the political affiliations of the various media, print or television, create much confusion. “In Tamil Nadu, all channels are politically affiliated. So a star needs to be wary, as one’s interview to a particular channel may be interpreted as his proximity to a political party. As these conflicts create fear of their films being boycotted, stars feel it’s wiser to avoid it completely,” he explains.
But with social media at their disposal, has the importance of conventional media reduced, especially so because actors needn't approach another medium to voice their thoughts? “Being on social media or acting in commercials neither increases one’s fan base nor does it guarantee a hit film,” feels Kushboo. She adds, “Amitabh Bachchan has 18 million followers on Twitter, which is a tiny number compared to his actual fan base. Through the films you choose to work on, one creates a fan base that’s ready to follow you in whichever format… it’s the same for anyone.”
(with inputs from Nidhi Adlakha)
