The Battle Over YouTube Movie Reviews: Tamil Film Industry Is Barking Up The Wrong Tree

The fiasco that the Suriya-starrer Kanguva was seems to have triggered some Tamil industry folks. Not surprisingly, these 'some' happen to be Suriya campers (relatives or family hands), and they are now firing from the shoulders of the Tamil Nadu Producers Council (TNPC).

Suriya and his lackeys in the industry seem convinced that Kanguva was a victim of motivated criticism. And under this delusion, they are proposing a few curbs on movie reviewers, especially those sharing their reviews on YouTube.

The TNPC is now urging theatre owners to ban YouTube reviewers from reviewing the film within the theatre premises, especially in the first week of a film's release. Simultaneously, the council is also said to be exploring legal options to regulate online reviews.

This move, not unexpectedly, has sparked a fierce backlash, with many arguing that it stifles freedom of expression and undermines the democratic nature of film criticism.

The TNPC argues that the current trend of YouTubers posting reviews immediately after the first-day screenings is detrimental to the industry. They claim that these reviews often contain personal attacks and exaggerated negative comments, which can unfairly influence potential viewers.

The council's statement emphasises that while criticism is a fundamental right, it should not cross the line into personal attacks or spread hatred.

The TNPC's push for legal action against YouTube channels and theatre owners, needless to say, raises several ethical and legal questions. Legal experts suggest that such measures could set a dangerous precedent, potentially leading to further restrictions on media and public discourse.

Additionally, there are concerns about the enforceability of these bans and the potential for abuse by powerful industry players to silence dissenting voices.

Of course, the TNPC isn't alone in its efforts to curb YouTube reviewers. Other South Indian film industries have also taken similar stances.

Cases Against Facebook and YouTube, Too

Producer Dil Raju, a prominent name in the Telugu film industry, has voiced his support for banning YouTube reviews outside theatres. He believes that unregulated reviews can be damaging and sensational rather than constructive. The Telugu Film Chamber and exhibitors are reportedly considering backing such proposals.

Last year in Kerala, things got even more troublesome with the issue reaching the High Court, thanks in the main to Mubeen Rauf, director of Aromalinte Adyathe Pranayam, who sought action against 'unrestrained negative criticism' by trigger-happy reviewers, especially those not belonging to an established media house.

The court called for close monitoring of online platforms and urged authorities to act against malicious content by invoking the relevant provisions of the Information Technology Act (IT Act) without delay.

Additionally, the court issued a notice to the Union Ministry of Information and Broadcasting and the Central Board of Film Certification to establish clear and transparent guidelines for online film critics and self-styled bloggers.

In a different case concerning another film, Rahel Makan Kora, police registered the first case against online film reviews, including YouTube and Facebook. Besides the two platforms, the list of accused included the owner of a cinema promotion company and several Facebook and YouTube account holders who allegedly posted the negative reviews.

And earlier this year, things got even more heated when actor-filmmaker Joju George threatened a reviewer of sorts for his disparaging remarks over the film Pani (directorial debut of Joju George). The clip of Joju and the reporter of an obscure online channel went viral in Kerala, and in it, Joju did not cover himself with any glory.

Shallow Reviews Indeed A Problem

These incidents indeed reflect a growing concern in film industries about the impact of immediate, often negative, reviews on their box office collections. But, as ever, much nuance is lost in these impassioned debates. To be sure, there are many critics who don't understand cinema, and their reviews fly in the face of critical analysis. 

Taking names would be problematic, but many established critics in Tamil have no real grasp of either cinema or reviewing and even language. They just pander to the least common denominator, as it were. At the risk of sounding elitist, poorly equipped or shallow critics are a serious issue. But no law can be a bulwark against stupidity.

But there are also many anonymous troll accounts that just heap hate and spew venom on films. These reviews do impact movies and their performance at the box office. However, the tragic and illuminating point to note here is that the anonymous hate handles are mostly operated at the behest of some film heroes or industry hands to pull down their rivals. It is a concerted campaign, no doubt, but one orchestrated with the connivance of industry insiders.

Take, for instance, Kanguva. The film was downright bad, and it deserved all the criticism that came its way. But it is equally a fact that the fans of a top actor in Tamil Nadu spearheaded the online attacks against it. 

Nuance Needed From Film Industry

The film industry would do well to sort out this inside mess rather than bark up the wrong tree, which is to believe that YouTubers reviewing the film from cinema halls on the first day, first show is the root of the problem. Right or wrong, the digital age has democratised the film review process, giving everyone a voice. Trying to stifle it is silly and even impossible. 

As the debate rages on, it is clear that a balanced approach is needed to address the concerns of both producers and critics. The industry must find a way to protect the interests of filmmakers without compromising the principles of free speech and fair criticism.

Efforts to curb negative reviews could lead to a slippery slope of censorship, where only favourable opinions are allowed. This will reduce the credibility of the industry.

The way forward might lie in creating guidelines for responsible reviewing rather than imposing outright bans. Perhaps a middle ground can be reached, where guidelines are established for ethical film reviews and measures are taken to prevent personal attacks and malicious content. 

The industry must dwell on that rather than defend the indefensible, which Kanguva is.