2010 January, 29th

Phil Butler

The Times of India ran as story today about an interesting Tamil production called Tamizh Padam, which may reveal something about Veer’s recent troubles with movie critics. While Veer has been cast down to the level of epic comic relief, spoofs like Tamizh Padam seem elevated to the realm of epic “inspiration” according to some critics. Veer’s treatment of historical narrative was bashed by the Times immediately after its release, and now Tamizh Padam is supposed to inspire what?

What Inspires a Candid Review?

Tamizh Padam is certainly a departure from typical Tamil buffoonery,  but “inspired” is something which should be reserved for breakout classics like Pulp Fiction, or more appropriately Blazing Saddles. Great cinematography for trailers is one thing, but making classics is yet another. In reading these comparative reviews, it struck me that something more than tastes in film has to be at work here. But then, transforming epic into spoof, and spoof into epic does tend to point to professional film critics who need to slap their beer bellies, toke on a fat one, and sling popcorn rather than use their imaginations.

I could jot down 100 links where movie critic Subhash K Jha has jumped off the reality wagon in condemning films which in the end turned out to be classics as well as industry changing symbols of cinematic art. The best case I can provide is his scathing commentary about Oscar Winner Slumdog Millionaire. In this departure from film making reality he criticizes the heartfelt essence of the film as depicting Mumbai inaccurately. Basically angry at the makers for showing the underbelly of a huge city not unlike so many films about New York City, Paris, London or any other.  Slumdog was after all about the Oliver Twists, Fagins and Charles Dickens’ of Mubai – not Peter Pan. What we see in these types of reviews is an agenda rather than movie making reality.

Reno Nevada homeless or Mumbai homeless, you choose.

Expectations

The Times articles (and many others) about Veer began as most pre-release ones do, with a “fence riding exhibition” so to speak. Basically standing in the middle of the road waiting for something before jumping one way or the other. Then, once the headlights of the oncoming car are seen, the author or media outlet does one of three things; jumps left, jumps right, or stands there dumbfounded until the car runs over the opinion and the source.  Expecting Veer to follow traditional lines, “Wallow in anything but primitive valor“, or revealing Park Avenue in Gangs of New York (slumdog), is like expecting Tamizh Padam to become Anger Management.  Of course Subhash K Jha did not call the latter film inspired,  but the current of popular opinion has not been set on the film yet.

Veer wallows in primitive valour? Sort of what one would expect Troy, Gladiator, Die Hard, Braveheart, John Wayne, Gary Cooper, Clint Eastwood, or Spartacus even to wallow about doing. Veer was not intended to be The King and I or Breakfast at Tiffany’s for crying out loud. The only just criticism I can find for the film is some cheesy fake blood, a few inappropriate props, and maybe a little too much song and dance for western tastes – but India’s people love this colorful aspect in their films, justifiably.

As for the major Indian press? I am not the only one questioning their loyalties or objectivity. About half the commenters on our various reports about Veer question such tilted negative reviews, if not simply condemning them as paid or political contrivances. Of course this is speculation as no one sees behind the closed doors of news very well. The disparity just “suggests” some unseen variables after a while.

The Soul of News

For Subhash K Jha, getting off the hook here can maybe be attributed to a habit of following the Times’ Nikhat Kazmi in jumping on and off a film’s bandwagon. At least this seems clear for 3 Idiots, where the dynamic duo tag teamed an obviously successful Canada and US release of that film, Kazmi leading the way – Subhash K Jha a couple of days later in heralding the obvious.  For Veer, the same pattern seems to have emerged with Kazmi doing the initial skewering, and Subhash K Jha following up with an axe a day later. Of course, this could all be coincidence.

For the Time’s Tamizh Padam, enter M Suganth. Now, whether or not the outlet’s authors are playing football to score a now nebulous goal or not, is open to still more speculation. But, if Tamizh Padam starts to rock the box office do not be surprised to see some credibility sharing to start. Then, M Suganth could be on the Tamil beat, while the other authors wrestle for the main event? Maybe examinging the affiliate marketing of ring tones, and other advertised services on the Times of India and other media outlets would provide more insight? It is widely known not only that music is one of the great monetization channels for India films (and Hollywood), but that Eros has a big stake in this music aspect of the game (maybe the biggest).

Besides simple monetization schemes like free ringtones for being subjected to pop ups and affiliate links (after all media outlets don’t just put these up for nothing), other factors can play a role in news or editorial. I cannot begin to point a finger at this point, I do not have the time. Also, picking on the little ole Times of India is nothing more than convenient supposition on my part. I guess they get the supposition because they are the biggest? Affiliates like MediaFire hammering me with pop ups, bimbos wanting to chat with me, and a range of other annoyances does suggest at best “less than classy” engagement on the part of the outlet. If you are curious follow this link (beware of pop ups) for a Google follow to Tamizh Padam. Below is a screen of my experience in trying to download some music from the film. There is nothing wrong with selling premium services via affiliate marketing, but there is a right way to do it. Unless you don’t mind that is.

Symbols

In fairness I went to the Eros International website in search of cheesy and aggravating affiliate links, spending the same amount of time I did on The Times of India. No pop ups could I find, and even their dating banners did not carry me to bimbos wanting to chat. Of course there were smiley links and other silly affiliations, but Eros predominantly markets their music and video wares internally or through viable partnerships. Maybe this just means Eros is more mature? The Times of India is one of the most respected outlets in India obviously, can you imagine how “spammed” the average user feels when reading a Veer review at 100 other, less credible sites?

I did not intend to launch an editorial on the Times or any other Indian media publication today, but something about this whole Veer affair stuck in my mind since Salman Khan suggested critics got paid to do good or bad reviews. He did not specifically name any critics, nor did he elaborate on “how” critics get paid. But, the insinuation was powerful coming from him. If I am wrong in my observations about the subjects in this article, I sincerely hope someone will come here and offer alternative realities. I will obviously update anything that leads to the truth. As for this “inspired” Goa film Tamizh Padam? I suspect movie goers will get the belly laugh there. The trailers seem well done.

The end of the link from The Times of India

• 2010/01/22 -- Bollywood’s Veer, Deeper Than Simple Swordplay [Exclusive II]
• 2010/01/22 -- Salman Khan’s Veer Premiers More Than Film [Exclusive I]
• 2010/03/16 -- Happiness May Be a Rare Great Indian Butterfly
• 2010/01/28 -- Lisa Lazarus Talks About Salman Khan, Veer, and the Future
• 2010/01/27 -- Veer Interviews Continue With Rare Behind the Scenes Images
• 2010/01/26 -- Salman Khan, Lisa Lazarus Exclusive Veer Photo Gallery
• 2010/01/16 -- Salman Khan To Race Real Horseflesh for Veer [update]

About the Author

Phil Butler is editor-in-chief of Everything PR and senior partner at Pamil Visions PR. He’s a widely cited authority on beta startups, search engines and public relations issues, and he has covered tech news since 2004. Phil wrote in the past for ReadWriteWeb, Mashable, Profy, SitePoint, Search Engine Journal, AltSearchEngines. Follow Phil on Twitter or send him an email at phil [at] pamil-visions [dot] com.

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