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Television emerges as most potent platform for promoting films in 2012
December 13, 2012 07:46:32 PM IST By Enkayaar, Glamsham Editorial
In the annals of entertainment 2012 would indeed be considered as the year where the world of Hindi cinema strove forward to integrate itself with television for promoting films that are going to be released. The films were being promoted earlier through game shows like 'Bigg Boss' or through various Antakshari programmes, but at the far end of the year, Aamir Khan being Aamir, he changed the manner in which television could be used to promote a film, by appearing as one of the characters in an episode of CID in TALAASH of a criminal. The idea seemed to be to add an element of realism to the appearance in an episode of a television serial.
Salman Khan followed in the footsteps of Aamir Khan by appearing in an episode of 'DIYA AUR BAATI HUM' along with Sonakshi Sinha to promote DABANGG 2. Incidentally both these films are cop films and both these actors appeared in an episode of a serial perhaps to add an element of realism to their appearance shorn of all-star powers.
Down South Kamal Hassan has decided that he would release his new film VISHWAROOPAM on the digital satellite cable network on the day the film is going to be released in the cinema halls, and the distributors are crying foul. The only difference from Salman Khan and Aamir Khan lies in the fact that Kamal Hassan has fixed a price for viewing.
Reportedly viewers would be charged Rs. 1000 for viewing the film. The jury is still out whether this initiative would also bring in the piracy and hurt the interests of the distributors.
Whatever be the manifestation of integration of television programmes and cinema, one thing is very clear that television indeed has carved a niche for itself and those who ignore it would ignore it at their own peril. It indeed is a long journey for television from the times when it was derided by the film folks, and it was considered a third cousin or poor cousin of cinema. The advent of digital broadcasting has changed the paradigm of cinema viewing and it is this changing paradigm that has been responsible for the change in the manner in which television is being viewed by the film fraternity. They seem to be veneering around to the fact that to keep them in circulation they need to be in the drawing room of the viewers. Even a Karan Johar continues to be an anchor on a reality show along with Malaika Arora Khan.
So film fraternity has come to realize that they cannot survive without television it seems. Obviously it has to with the fact that it is the urban middle class which has taken fancy to satellite broadcast television in a big way and it is the same category which is the bread and butter for the cinematic fraternity as this is the class which throngs the cinema halls as well. So what better way to build up an opinion about the cinema than through the television and much better outreach would be to get associated through a episode of a serial to which the middle class of India remains glued. May be, one could see a film simultaneously releasing on the satellite televisions along with cinema halls, and who knows it could be in 2013? After all, Kamal Hassan has done it in 2012!