While Suriya and Bobby Deol starrer ‘Kanguwa’ has flopped badly at the box office, on Wednesday Tamil Nadu Producers Council (TNPC) has written a long letter to theater owners. It is alleged that YouTube channels deliberately spread negativity against films, which has a direct impact on the film business. In this four-page letter, the Tamil Nadu Producers Council has condemned ‘spreading hatred’ in the name of ‘movie review’. It says that films like ‘Indian 2’, ‘Vettaiyan’ and now ’Kanguva‘ have been badly affected due to the reviews of these YouTubers.
Negative reviews affect a film’s earnings.
This letter has come when Allu Arjun’s Telugu film ‘Pushpa 2: The Rule’ is releasing on December 5. Whereas Surya’s ‘Kanguva’, released on November 14, has flopped. Made with a budget of Rs 300 crore, this film has been able to earn only Rs 59.90 crore in all five languages in six days. TNPC wrote that the reviewers of the film deliberately glorify the flaws and exaggerate them. Such people have the right to talk negatively about the film, but one cannot make personal attacks and such reviews spoil the business of the entire film.
Earnings of ‘The Sabarmati Report’ increased on the 5th day, tax free in three states, on the other hand, the condition of ‘Kanguwa’ remained the same on the sixth day.
‘YouTubers spread hatred in the name of reviews’
It is further written in the letter, ‘There is no harm in criticizing. If journalists do it responsibly then it is a good thing. But most of the YouTubers work to spread ‘hate’ for personal gain. When individuals launch attacks against actors and makers, it is important that all organizations associated with the film industry come together and stop this practice.
YouTuber-influencer banned outside theaters in Kerala
For information, let us tell you that Kerala is the first state in the country, which has banned YouTube reviews in theater premises. In the year 2023, Mubeen Rauf, director of ‘Aromalante Adythe Pranayam’, had filed a case in the court to ban YouTube reviews in the theater premises. The Kerala High Court then issued a direction to the concerned authorities to prevent social media influencers, YouTube reviewers and bloggers from reviewing films online for seven days after the film’s release.
High Court had asked the Ministry to make guidelines
In the case, the Kerala court went a step further and also issued directions to the Union Ministry of Information and Broadcasting and the Central Board of Film Certification. It was said that they should also issue a notice to make a guideline for online film reviewers and vloggers.
What are the potential consequences of negative YouTube reviews on the box office performance of films like ‘Kanguva’?
Interview Between Time.news Editor and Film Industry Expert
Time.news Editor (TNE): Welcome to our special segment! Today, we are discussing the recent controversy surrounding the Tamil film ‘Kanguva’ and the impact of YouTube reviews on the box office. Joining us is Dr. Anjali Rao, a noted film industry expert and cultural critic. Thank you for being here, Dr. Rao!
Dr. Anjali Rao (DAR): Thank you for having me! It’s a crucial topic that deserves attention.
TNE: Recent reports indicate that ‘Kanguva’, starring Suriya and Bobby Deol, has flopped at the box office, earning only Rs 59.90 crore against a hefty budget of Rs 300 crore. The Tamil Nadu Producers Council (TNPC) has accused YouTube channels of deliberately spreading negativity. What are your thoughts on this situation?
DAR: It’s disheartening to see ‘Kanguva’ not performing well, especially given the high expectations and significant investment. The TNPC’s letter highlights a growing concern among filmmakers regarding the influence of social media reviewers. While constructive criticism is essential for any industry, allowing personal vendettas to impede a film’s success is detrimental.
TNE: Right, and the TNPC mentioned that films like ‘Indian 2’ and ‘Vettaiyan’ have also been negatively affected by YouTube reviews. Do you believe that the trend of digital reviews is becoming increasingly harmful to the film industry?
DAR: Absolutely. The power of social media is undeniable; it can create buzz or kill it completely. Reviews used to be confined to newspapers and magazines, but now they are much more accessible. YouTubers, with their large audiences, can sway public opinion almost instantly. The fine line between constructive critique and outright negativity can sometimes blur, leading to unjust harm to films and their teams.
TNE: The letter from TNPC mentions that some reviewers glorify flaws and exaggerate them, which raises an interesting point. How can audiences discern constructive criticism from negative bias?
DAR: That’s a challenging question. Audiences should strive to consume a variety of reviews from different sources—both professional critics and social media influencers. They need to look at the overall consensus rather than rely solely on one or two opinions. Producers and filmmakers can also engage with feedback constructively, using it to improve future projects.
TNE: Given that ‘Kanguva’ flopped so soon before the release of Allu Arjun’s ‘Pushpa 2: The Rule’, do you think the criticism surrounding ‘Kanguva’ will have a ripple effect on other films?
DAR: It’s certainly possible. Negative sentiment can create a shadow that looms over neighboring releases. Each film’s success depends partly on the prevailing audience mood. If ‘Kanguva’ has conditioned the audience to expect disappointment, it might impact how they approach ‘Pushpa 2’. However, strong marketing and positive buzz can mitigate that.
TNE: In the TNPC’s letter, they talked about personal attacks on filmmakers in reviews. How can the culture of review evolve to be more respectful while still delivering honest opinions?
DAR: It’s crucial for reviewers to adopt a more professional tone, focusing on the work rather than the individuals involved. Reviews should be grounded in analysis rather than personal grievances or sensationalism. Establishing ethical guidelines for online reviewers, akin to traditional media standards, could help foster a more respectful and constructive critique culture.
TNE: Thank you, Dr. Rao, for sharing your insights on this topic. It seems clear that the film industry is at a crossroads, and how we engage with criticism will play a critical role in its future.
DAR: Thank you for having me! It’s an ongoing conversation, and as consumers, we all have a part to play in shaping the narrative around films.
TNE: Absolutely! This has been a thought-provoking discussion. We look forward to seeing how the industry navigates the challenges ahead. Thank you to our viewers for tuning in!