In the dynamic realm of the Indian film industry, the power of negative publicity has proven to be a double-edged sword, capable of cutting through the clutter and propelling movies to box office success while simultaneously thrusting celebrities into the limelight. This strategic use of controversy has become an art form, carefully orchestrated to generate buzz and intrigue among audiences.
Unconventional Marketing Tactics:
Unlike traditional marketing methods, negative public relations in the film industry involves stirring up controversies or deliberately creating a buzz around a film by generating negative news coverage. Filmmakers and producers recognize that, in an era dominated by social media and instantaneous news sharing, any publicity can be good publicity.The director of 'Animal' (2023) intentionally sparked controversy by making provocative statements in interviews, engaging in social media feuds, and releasing polarizing behind-the-scenes footage, effectively using negative publicity to draw attention to the film. This unconventional approach not only intrigued the audience but also contributed to the show's immense popularity upon release.
Scandal Sells:
One prevalent strategy is to strategically leak controversial information or engage in provocative promotional activities before a film's release. By doing so, filmmakers manage to create anticipation and curiosity among the audience, ensuring that the movie becomes a talking point even before its premiere. The controversial portrayal of the protagonist's toxic behavior in "Kabir Singh" stirred debates and discussions. Despite facing criticism for romanticizing problematic traits, the film garnered massive attention and emerged as a box office hit, showcasing how scandalous elements can amplify public interest. On the other hand, the depiction of the fictional Tamil rebel group in "The Family Man" Season 2 sparked controversies and accusations of portraying a particular community negatively. This controversy, though contentious, fueled discussions and significantly boosted the show's visibility and viewership.
Celebrity Feuds and Catfights:
Another tactic involves orchestrating celebrity feuds or catfights, carefully choreographed to play out in the public eye. These disputes, whether real or staged, capture the audience's attention and add an extra layer of drama to the film's narrative, blurring the lines between fiction and reality. Kangana Ranaut's public feud with several Bollywood personalities, especially on social media, has consistently kept her in the headlines. This ongoing controversy has not only fueled her personal brand but has also become a strategic part of her public relations, garnering attention for her projects. The unexpected and highly publicized patch-up of Shah Rukh Khan and Salman Khan during an Iftar party not only mended personal relations but also generated immense media coverage, demonstrating how even conflicts can be turned into positive publicity.
Box Office Impact
The Indian film industry has witnessed numerous instances where movies, initially marred by controversies, went on to achieve unprecedented success at the box office. The controversy serves as a catalyst, driving curious viewers to theaters to witness what the fuss is all about. In some cases, controversy transforms into a form of unconventional marketing that, paradoxically, contributes to the film's commercial triumph. The pre-release hype around the question "Why did Katappa kill Bahubali?" created a buzz that continued even after the film's release. This marketing strategy significantly contributed to the massive success of the "Bahubali" series at the box office.
Celebrities Riding the Controversy Wave
For celebrities, being embroiled in controversy often translates to increased visibility and heightened stardom. The buzz generated by controversies becomes a stepping stone to new opportunities, both within and outside the film industry. Rakhi Sawant, known for her outspoken and controversial statements, consistently uses controversies to stay relevant. Her presence in reality shows and social media antics keeps her in the public eye, showcasing how riding the controversy wave can sustain a celebrity's visibility. Also, Kangana Ranaut's bold and controversial statements on social and political issues have sparked debates and discussions, keeping her in the headlines. While divisive, these instances have become integral to her public image and have not hindered her popularity.
Balancing Act:
While the use of negative public relations can lead to immense success, it comes with inherent risks. Mismanagement of controversies can backfire, ruining a celebrity's or a film's image irreparably. PK(2014) tackled sensitive religious topics, leading to debates and controversies. However, Aamir Khan's careful handling of the situation, including open discussions and clarifications, showcased a balancing act between creative expression and sensitivity. The film went on to become a massive success. Deepika Padukone's film "Chhapaak" dealt with an emotional subject, but controversy arose around her visit to JNU during protests. Deepika managed the situation by maintaining focus on the film's message while addressing concerns, highlighting the delicate balance celebrities must strike in navigating controversies.
In conclusion, the Indian film industry's adept use of negative publicity as a tool for success is a testament to its ever-evolving nature. Controversy, when wielded strategically, has the power to turn heads, elevate movies to box office glory, and catapult celebrities into the limelight. It's a risky game, but one that, when played right, can rewrite the rules of entertainment marketing.
-Ajanita Kalita
3rd Semester
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