The anti-social media'

Social media has become a part and parcel of our lives and has shaped the way we look at arts, science, relationships and food. The communication channels allow information to be distributed across multiple global networks that connect millions.

Most industries work in tandem with the social media and use it in their favour to promote their businesses. The film industry is a billion dollar business industry where the social media has grown deep roots. Platforms like Facebook, Twitter, WhatsApp, WeChat etc. are used as viral media to promote films and connect fans and audiences with the stars and directors to create a huge buzz and rope in the crucial crowds on the first day of the show.

But like the proverbial Jekyll and Hyde, there are two sides to this very powerful medium — the hands that feed can also strangle and kill; this is what Mollywood is undergoing with most filmmakers and actors becoming vocal on the online smear campaigns unleashed against their films from various quarters, especially online film promotion sites as well as opposing fan clubs.

Actor Nivin Pauly recently spoke out about the social media smear campaign, even going so far as to term it a conspiracy, against his recent release Action Hero Biju, which faced its share of negative reviews and comments on the social media in the initial days of its release.

Salam Bappu who directed films like Red Wine and Manglish explains the scene very lucidly. He says, “There are a large number of engineering and computer professionals who find doing film reviews and promotions an easy job along with the perks of interacting at close quarters with stars and directors. All they need are mobile phones and a laptop to start their online film promotion site.” Salam explains the sequence of events.
 

“Once a film is announced, depending on its star rating, we get youngsters approaching us, telling they would promote our film for free. As a director, I would only be happy to have someone promote my film free of cost and so I agree. If the film becomes a hit, the promoters declare to all and sundry that they made it a hit and take credit. They use this film as a draw to get more projects. Ironically, the same people approach us for our new projects now demanding Rs 1 lakh or Rs 2 lakh to promote the film online or offer packages. The moment we say we do not have that kind of a budget and decline, the same ‘nice guys’ turn into our enemies and ‘de-promote’ the film, even issuing veiled threats. It has turned into a mafia kind of situation.”

A film’s bad review definitely impacts its revenue because audiences may decide to keep away. Salam adds, “What these online promoters do not realise is that they are cutting the very branch they are sitting on because films are what give them their bread and butter. They grow on our money and then bite the hand that feeds.”

Lijo Jose Pellissery agrees that he too has personally experienced such encounters and adds that nobody can block, scrutinise or censor what people write on the social media.

He mentions, “The highest incidence of yellow journalism is seen online! Online promotion has become a big business now. What I personally feel is that a good film will become a hit irrespective of the negative reviews online. I also believe a filmmaker who uses social media to promote his film should be aware of the advantages and the disadvantages.”

Director B. Unnikrishnan expresses his skepticism on social media influencing film viewership. He expains, “Does social media affect only films? It affects politics and various other facets. There are some advantages too like giving space to various genres of cinema which the mainstream would not do It is not fair on my part to give a blanket opinion. But yes, paid online promotion is something I strongly disagree with; I have heard that money changes hands to write negative reviews and if that is happening, I condemn it. It is a deliberate attempt to destroy a film. But you really cannot stop anyone from writing anything on social media because it is an alternate space. The laws governing social media are very weak so a remedy is nowhere to be seen.”