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Kollywood promos stoop to all-time low with participation of controversial celebs
Film-related events have come to become infamous, especially over the last 18 months.
Producers of small budget films are increasingly resorting to inviting controversial celebs, who are in no way connected to their films, so that the video of their ramblings would go viral on the internet, which in turn would ensure that and their film would remain visible even in the midst of the films with higher budget.
This marketing strategy has turned audio launches and other such events into a nightmare for actresses, who have become victims of body-shaming.
Radha Ravi’s lewd remarks on Nayanthara at the trailer launch of Kolayuthir Kaalam on Saturday is the latest in the series of crude comments he has made in the last few years. During the audio launch of Iraivi in May 2016, he called an anchor karumam (disgusting) for forgetting to mention his name. In March 2015, he embarrassed popular VJ Archana on stage of En Vazhi Thani Vazhi’s audio launch, asking her to learn to address him properly. Or else, things would go out of control if he started to talk about her, he warned.
He is not the only one in Kollywood, which has been using such promotional strategies. More than a year ago, T Rajendar lashed out on Dhansika for failing to mention his name during speech. Though she apologised, TR responded with a derogatory comment: ‘A girl who doesn’t wear a saree is now sorry’. He went on and on till Dhansika broke down in front of the audience.
Couple of months ago, Mansoor Ali Khan, who presided over the audio launch of Un Kaadhal Irundhaal, passed a crass comment on Chandrika Ravi’s dressing style, moving her to tears.
‘Content matters, not cheap promotions’
CV Kumar, who has produced several films like Soodhu Kavvum and Mundaasupatti says that such publicity strategies should not be encouraged. “There is no point in coming up with such cheap promotions. At the end of the day, it is the content that matters. The story is what will bring the audience to the theatres. What we publicise at the launch and other events should be within the content of the film. However, we should also understand that several small-budget films struggle to get recognised in middle of star-studded films. They don’t get even the smallest of mention in the media. When such controversial celebrities make derogatory statements, the visibility increases and people start getting to know about the film,” he said.