With the art of cinema becoming hardcore business and money making venue, the basic principles of professionalism, ethics and integrity have been left to the winds.
These days, it is all about boosting the egos of the stars and more than them, their fans. As part of this, the Tollywood circuit has been coming up with incidents involving fake collections and announcements that films are scoring super hits and what not.
Now, few authentic cine experts have shared their thoughts on this. They say “There was a time when few films ran upto 365 days. The films had material and there was a lot of honesty in its marketing which convinced the audience. As a result, success was measured considering the number of days it ran in theatres. Then came another phase wherein it moved to collections. Success is being measured by currency and we are in that stage now.”
They add “But in the process of showing good collections, the figures are getting manipulated and this is leading to controversies and unnecessary fan wars. The best way to keep a check is to get onto the next stage. The right way to measure success for a film will be about how many tickets have been sold. Due to the varying currency values across the world, it is no longer practical to talk in terms of collections the film is making.”
“Of course, money is everything at the end of the day but by adopting the number of tickets formula, it shows how many have watched the film. This concept is there in Korea so it will be nice if it can come to India. All the theatres in India should be computerized and this will give an accurate count of how many tickets are being sold. This will also put a check to black marketing of tickets. However, the pros and cons need to be worked out but if this is implemented rightly, then the cinema industry will be lot more cleaner and professional.”
