An Insta' age of Twitterati

For an actor to attain the status of stardom, one has to work hard and deliver back-to-back hits at the box office with immense talent along with a bit of luck favouring him or her. With advanced technology and innovation, beyond filmmaking and its process, the industry has witnessed a sea change, but even the race for who holds the edge on social media has become a determining factor in the success of a film. While 100 days or records of running for months at theatres were celebrated in the past, the latest algorithm of popularity and success is being judged and fought in cyberspace. More than the release of the movie, how it trends on social media, the millions of likes and shares it reaches in record time is the score which every filmmaker keenly follows to further strengthen their promotion and reach a larger audience.

“Technology has not only changed how films are made and seen, but even the permutation and combination of its success is calculated through their reach on the Internet. This is another reason why Internet-based media services are slowly creating a huge space for themselves. While, it was initially used to reach out to fans on a personal level, it has now turned into a full-fledged business to promote all kinds of ventures. It is a different world altogether based on the numbers on different platforms on social media,” says social media analyst Sree Harsha.

Recently, when the teaser of the film Pailwaan starring Kichcha Sudeepa, directed by Krishna was released on YouTube, it trended on top with several millions of views, and became the talking point on the Internet. Previous, KGF ruled with equal likes, shares and comments.

“Fans and followers eagerly await new releases and their teasers, motion posters, songs and trailers. Videos like these are of the most watched and trending topics on social media for any movie. Unfortunately, it has also set the stage for star wars between fans, followers and stars. These altercations seem to rule cyber space with records of their own. But, on the positive side, it is definitely a great tool to popularise the qualitative work from the Kannada film industry. For instance, when Shah Rukh Khan’s Zero was released alongside KGF, netizens praised KGF while expressing displeasure against Zero,” says director Manjunath.

The number of followers is a crucial factor, and the industry and its fraternity have to keep viewers entertained constantly on social media. This is a game changer. And it also has a flip side, where fans get nasty with each other and the star as well. Actress Rashmika Mandanna, who has made it to the top in both Kannada and Telugu films in just two years, has a huge fan following. Anybody who messes with her fans are in for a word of caution!

A fan of hers recently posted saying that Rashmika Mandanna is a YouTube sensation as she is the only heroine in Kannada who has 50 plus million views of a song featuring her and two 100 plus million views in Telugu, to which a netizen called it ‘the biggest joke in an offensive manner.”

Noticing her fan being bullied, Rashmika stepped in, replying, “There is a limit for everything. Yes, commenting is your right but do it on me and I will take it but when it comes to my fans, you don’t have to speak to them that way! This message is not only for this guy but to all out there who speak negatively of my fans!”

Her upcoming work in Kannada Yajamana starring alongside Challenging Star Darshan has been trending for its songs.