Indha padam release aara varaikkum adha pathi pesuvinga aprom next padam release eppo nu kepenga

Boss idhu art & culture maari terile release culture maari dan irukku.

#ReleasePaithiyams
#NoCureForNewness

Let's leave aside the natural excitement that a fan gets when their favourite star movie comes along.

Let's leave that aside for a bit.

More and more emphasis of this 'communal' aspect of movie watching plus theatre magix overhyping has made movie going experience into something of a drug.

This has also given rise unwittingly to release paithiyams

No movie is going to satisfy this madness, and since there is something around the corner and next hype cycle starts within 2 days of release, what sort of time do have at looking at these pieces of works, to let them breathe, imbibe what we like etc, you know normal stuffs

Can only imbibe slowly, like a sponge, take some time, years even.

If we like something we must be able to take it in slowly.

By concentrating on generating hype for movies, we put the release cycle in forefront and not the movies themselves.

We have always made more movies, but atleast then there was no hype cycle.

Just looking that Diwali releases of the 80s and 90s will tell you how much choice was there for a theatre going audience irrespective of fandom

Now we get ONE major film release and all of hype is centered around that for a week and POOF all vanishes for a moment and the next comes in line

Today Master
Tomorrow Jagame
Next week Vera Edho

It's not just twitter, but twitter is a good testing ground

If communal experential aspect of a movie is stressed via some single, lyric video, movie update, memes and reviews, we are essentially reducing ways in which an individual can consume that media in his/her own form and context

Of course movie PR guys are hype cycle generators but they are working doubly hard to keep people interested for a week.

Soorarai was all over my TL, this week its some Arjun Das film, next week some other with a growing forgetting rate.

Twitter is perfect testing ground for this as tweets themselves have limited lives (how much ever propped up) and this probably would do good to some as a blog)

In contrast, I marvel at the fact that 'Moondru Deivangal' ran from Diwali to Diwali in some places.

No comment on quality of filmmaking or film, without a made up hype cycle, the market of the time could determine its longevity

Now, I feel, however good your film is, you get one week of hype because hype can be manufactured.

Also, however bad your film is, you still get one week of hype, because hype can be manufactured.

But there is something ready in the assembly line for next week.

In the end the feeling of being part of the hype all weeks, all through the year, will remain.

But nothing more.

Try and get out of the cycle when you realize it.

Thank you for reading.