In the past, audiences used to watch movies firsthand to form an opinion. Gradually, word-of-mouth took precedence in shaping movie-going decisions. However, the scenario has drastically changed today with film media and YouTube channels shifting their focus on new releases, bringing review culture to the forefront. Immediately after a movie’s release, several YouTube channels rush to theaters to gather audience reactions and post them on their channels. Consequently, movie lovers form opinions without actually seeing the film, largely influenced by negative reviews on these channels.
Producers’ Response: No Entry to Theaters for Reviewers
Observing the significant impact of YouTube and netizen reviews on movie outcomes, the Tamil Film Active Producers Association (TFAPA) has decided to take a pivotal step to regulate these reviews. They have issued a directive to cinema hall owners not to allow media inside theaters, highlighting how negative reviews have severely impacted films like ‘Indian 2‘, ‘Kanguva‘, and ‘Vettaiyan‘. The growing issue in the film industry needs a united front from all associations to counteract this challenge, as stated by TFAPA. They specifically requested that theaters should not facilitate public reviews during the first show on release day.
Addressing Personal Attacks
Recently, some YouTube channels have targeted actors under the guise of reviews, critiquing their performance inappropriately, leading to personal attacks. TFAPA has responded to these instances, condemning the personal criticisms aimed at actors, directors, and producers. They have warned that such behavior will not be tolerated and have urged these channels to change their approach to reviews.
Is There a Need for Similar Action in Tollywood?
The issues highlighted by the Tamil producers are also prevalent in Tollywood, with many YouTube channels based in Hyderabad flocking to theaters like Prasad’s IMAX during star movie releases. These channels often highlight sensational comments for fame, overshadowing genuine audience reviews. The presence of fans and anti-fans at first shows amplifies negative opinions, persuading the general audience to avoid theaters and wait for OTT releases instead. Film analysts suggest that Tollywood bigwigs might consider similar measures as their Tamil counterparts.
Will the Measures Be Effective?
While the TFAPA’s decision to restrict YouTube channels from theaters is commendable, its practical effectiveness remains questionable. Controlling YouTube channels is challenging; even national leaders face trolling. Even if access inside theaters is denied, reviewers can still gather public opinions outside, where those eager for visibility will likely speak up. The effectiveness of TFAPA’s recommendations remains to be seen.
