May 16 2012
Kaasu Mela Kaasu Vandhu…
It does seem to be a good time to be a successful actor in Tamil cinema. Our actors must be humming Kaadhalaa Kaadhalaa’s Kaasu Mela Kaasu Vandhu… as in addition to their salary for the movies they appear in, they are using their stardom as a springboard to earn money from several other areas.
First of course are the commercials. Gone are the days when the crossover between cinema and the advertising world was limited to actresses appearing in commercials for sarees. As the marketing budget for companies has increased and appearing in commercials is not seen as a step down for actors(if anything, it is seen as a sign of their popularity), our stars are hawking everything from hair oils to underwear. And there doesn’t seem to be any connection between the actors or even the characters they portray and the products they are hawking as Namitha urges us to use a particular brand of TNT rods and Abbas goes around convincing us that a particular brand of cleaner cleans toilets the best. With a few minutes of work ensuring a rather big payday, the attraction of our actors to commercials is not difficult to see.
Considering that cricket and cinema are arguably the two leading sources of entertainment for us, it wasn’t a big surprise when the two joined hands, resulting in the CCL or the Celebrity Cricket League. Our actors formed the Chennai Rhinos and the salaries they got for taking part and other incentives from the organizers and sponsors must’ve helped them make a tidy bundle as they took on teams made up of movie stars from other languages.
There are also shows put on, usually outside India, by groups of actors. Bollywood seems to be way ahead on these shows but there have been a few shows by our actors in places like Malaysia, Singapore and London. It doesn’t look like there are too many of these, which is not surprising since putting on the show cuts into day-to-day work with the travel, practice, etc. But when they do happen, the actors are probably quite well compensated for their participation. Apart from such shows, actors also make solo appearances for meet-and-greet occasions where we get to take pictures with them or have breakfast or dinner, all for a price of course.
TV shows are a recent addition to the sources of revenue for actors. For quite some time, television was seen as the destination for out-of-work and past-their-prime movie stars as once-reigning heroines like Banupriya and Meena started acting in serials. But with Bollywood stars hosting reality shows, the stigma associated with TV shows seems to have been removed. I think it started with Amitabh Bachan hosting Kaun Banega Crorepati and since then all Bollywood stars, the latest being Aamir Khan, have gone on to host reality shows. That trend seems to have started in Tamil too with Suriya now hosting Neengalum Vellalaam Oru Kodi. With the big fat paycheck he is supposedly getting, he has opened up a brand new revenue source for actors.
The most recent money-making move was by Prasanna and Sneha as they sold the telecast rights to their recent wedding. They were able to do because they banked on the public’s obsession with anything remotely connected to cinema. But regardless of how successful the telecast turns out to be, the whole thing seems a bit crass to me. When it comes to commercials, television programs, cricket matches and stage shows, the actors are still doing a job. They may not be on a movie screen but they are still acting, putting on a show, entertaining us. So they get paid for the job. Not so when they are getting married. By allowing TV cameras into their wedding and getting paid for that, Prasanna and Sneha invited the media into their personal lives, into an occasion meant for family and friends. They essentially transformed a private function into a public show. That didn’t seem right.
For every successful actor there are many others with short-lived careers and there have been stories of once-popular actors living in penury. So I don’t see anything wrong with our actors exploiting their stardom and exploring new means of making money. They are simply making hay while the sun shines, something that everyone does. But when they voluntarily sell their privacy for making a few bucks, it does seem like they stepping over the boundary into plain greed. I shudder to think what’s coming…













