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Web Influence

Social media network, the next film critic?

Avatar, the magnum opus of James Cameroon, could be the most successful film ever in the world in terms of revenues. It has also been a very big hit in India where generally Hollywood movies take time to be accepted by the audiences.

Moksh: I would partly attribute the success to the rave reviews on social networking sites such as Facebook, Orkut and others. It meant that the social networking sights were loaded with the personal views of the movie-buffs who saw it in and immediately uploaded their comments on these sites especially Twitter.

Daksh: The euphoria that has ensued resulted in massive revenues at the box office. Similar can be the case with 3 Idiots. The movie was discussed threadbare and there were no-holds barred discussion where it was dissected and bisected from all the directions. A critic would surely have not done in such a detailed manner. But does it mean that the role of critic as making or opinion or marring the reputation of a film is coming to an end? It seems so but it is happening slowly but surely.

Moksh: Twitter has already made its presence felt as a medium of communication that is bringing reviews of the films in a more personalized manner and is invoking a chain of communications around it. So, is it ominous signs for the art of critique for a film? The wind is flowing in that direction.

Daksh: The discussions on the social network sites that is emanating is between those who incidentally belong to the category that forms the first week’s crowd for a movie, the fate decider of a movie so to say. If they have decided to discuss the movie threadbare on their own without bothering about the review that an official designate reviewer may have put on the newspaper, a TV channel or a website, it indeed would mean that democratization in the process of movie viewing would come into play. A viewer would be more guided by the review put up by a fellow review instead of being swayed by the review that is put up by a professional reviewer.

Moksh: But the debatable point in this development would be, whether the trend would continue for other movies as well, or it would be a passing phase? Would the same sense of participation in the same magnitude become a part for all the films that are released in India? It would indeed be a tough task, as everybody, i.e. those who want to participate would have to watch the movie to chip in with the comments. Rottentomatoes.com and imbd are websites which has loads of writers giving fair review for a movie.

For the film fraternity, it could be a bonanza, as more and more people may be viewing a movie, and could it mean that the official group of a film promoted on a social network site be accorded the privilege of viewing a movie before it is released to offer their comments and discuss the issue threadbare. This could be a sort of Paid PR activity.