Posted on: August 30, 2008 - 4:29 am
London, UK August 29, 2008 midnight !
My friend from South Africa sends me this mail - and I will not comment !!
Hysterics over Histrionics
The desperation to remain in the limelight is symptomatic of the insecurities every superstar suffers from, writes Derek Bose
Amitabh Bachchan is having to face a lot of flak these days, for reasons not entirely of his own making. Wherever he goes, his handlers are holding what is known as “meet-and-greet” programmes. It means that for a certain sum of money, you purchase the right to shake Bachchan’s hand, pose for a keepsake picture and walk away with his autograph. No receipt is issued for the amount paid and there is no guarantee that your turn in the queue would come before the megastar runs out of patience, ups and walks away. But it is a chance people are taking. And when things don’t work out their way, they are throwing a fit.
Now Bachchan claims that he is not a party to any such commercial arrangement and has asked his fans for documentary proof of moneys paid and commitments dishonoured. According to him, he meticulously abides by what he is contracted to do and if there is anything out-of-the-way he does to please his fans, it is purely a goodwill gesture. Quite clearly, he cannot be held responsible for some foolish people who want to part with their money or for the racketeers out to make a fast buck using his name.
What Bachchan and indeed, all top-ranking stars cannot deny is that the “meet-and-greet” is always a welcome activity on the sidelines of a concert tour as it reinforces their standing in public eye. It contributes immensely to the fanfare surrounding stardom. Nothing can be more disappointing to a movie star for the public to be indifferent to his/her presence, or worse, being completely ignored. Stars survive on public adulation and invite as much chaos and confusion, controversies, discord and disturbance they can, if only to raise their stocks a few notches higher.
At least Shah Rukh Khan has been frank enough to admit that he enjoys being mobbed and wants people to stand outside the gates of his house chanting his name every morning. He sees no point in a star trying to “hide” behind dark glasses after spending half his life to be recognized. On his part, he has gone to exceptional lengths to extract full mileage from his star status, from dancing at weddings to making an appearance on the cricket field to promote a film to actually sponsoring a cricket team… And he makes no bones about it. Other stars are only now picking up the tricks of the trade from him.
The desperation to remain in the limelight is symptomatic of the insecurities every superstar suffers from. But today, this anxiety has turned into a fierce battle of one-upmanship, fuelled largely by two factors. One, never before has so much money been chasing so little talent in Bollywood. From monstrous paychecks to multi-movie contracts and profit-sharing deals with multinationals, the perks associated with stardom are absolutely mind boggling. Everybody is determined to make the most of this situation in the fastest possible time. For, there can be no saying when the bubble will burst. And nobody wants to miss the bus.
The second and more important factor stems from a general acknowledgment of the fact that a film’s box-office run is no longer dependent upon the looks, personality or histrionic ability of its lead actors. More films with rank newcomers are proving to be bigger hits than those with established stars. In fact, there is very little a star brings on the table that another actor cannot in order to pull off a hit. That even freshers like Ranbir Kapoor and Harman Baweja (with major flops behind them) are going places is indicative of the intensity of competition around.
To make matters worse, the room at the top has already become overcrowded. From a time when there used to be one Rajesh Khanna or an Amitabh Bachchan to rule Bollywood, we moved into an era when the three Khans ~ Shah Rukh, Salman and Aamir ~ called the shots. Now, there are at least three other frontrunners snapping at the heels of this triumvirate. Akshay Kumar is on an unprecedented roll. Hrithik Roshan is a long distance prospect. And Saif Ali Khan is the joker in the pack, capable of upsetting the applecart any time.
Till that happens, it is a level playing field out there. And since talent, seniority and acting ability have ceased to matter, the war for box-office supremacy has spilled beyond the silver screen. Today, it is being fought on six fronts:
l Television: We have all seen it happen: Just before a film’s release, members of the cast start popping out of every channel posing as chat show guests, celebrity judges or simply giving interviews. The film is released and they are gone!
l Awards’ functions: No awards’ function recognizes merit, but making an appearance at the event matters ~ be it as a performing monkey, the show host or as presenter of the trophies. It is all for a consideration, but adds to good PR as well.
l Overseas shows: There’s big money in this. But more than moolah, it helps to expand the star’s fan base, strengthens bonds with colleagues and sends out signals to others in the industry about who is with whom and how!
l Film parties: Never before has the guest list of film parties become as important as it is now. For those who attend, it establishes allegiance to a certain camp. And for the star host, it establishes the clout he enjoys in the industry.
l Sweetheart deals: Every time Shah Rukh appears in a Karan Johar show or Katrina Kaif plays ball with Salman or Amitabh drops in at the premiere of Aamir Khan’s nephew’s film… you should get the drift.
l Blog wars: The ultimate free-for-all space for every self-obsessed star to brag and abuse, rave and rant, crib and curse… As of now, Bachchan’s blog attracts maximum traffic among the stars, followed by Aamir’s.
These are well thought-out strategies for sustaining star power, far more effective and long lasting than short-term publicity stunts like rumour mongering and planting salacious stories in the media. At times, things do turn ugly ~ as in the case of Shah Rukh almost getting into blows with Salman at Katrina’s birthday bash. But from a long-term perspective, nobody can do without these measures for building their brand equity. After all, Bachchan has taught them that there is no age for retirement in films. And with all major stars having crossed 40, it is imperative they devise ways to extend their shelf life. This, essentially, is the Big Picture.
Letting their work speak for themselves, obviously, does not fit into this scheme of things.
http://www.thestatesman.net/page.news.php?clid=19&theme=&usrsess=1&id=220229

















