Dhanush PR: Dhanush’s latest flick, Idly Kadai’s promotions have not been very subtle. Sreyas, Dhanush’s manager, claims through posts on the Twitter and Instagram platform that the film is an underrated crowning jewel, and that Kollywood does not deserve Dhanush. In other words, aggressive PR is churning out gadgets for marketing that put the movie across as a high-class, tasteful offering in stark contrast to his previous mass entertainers.
The reality looks different once numbers speak. Idly Kadai has been struggling and has hardly crossed the ₹40 crore mark in Tamil Nadu on its ninth day, struggling to get anywhere near ₹50 crore. In comparably higher Monday bookings, even the dubbed version of Kantara did better. Dhanush’s other films of dissimilar running merit were Kubera (₹19 crore), Raayan (₹80 crore), and Vaathi (₹38 crore), but aggressive PR tries to claim Idly Kadai’s success. A claim calling it the “third-highest grosser in TN” seems blatantly false, with films like Retro (₹51 crore), Tourist Family (₹65 crore), and GBU (₹150+ crore) blatantly outperforming it.
Dhanush and company have been actively engaged in establishing him as a very versatile actor, saying that he delivers family films in an age dominated by 1000-crore blockbusters while balancing mass and classy roles. However, this entire campaign has been criticized online for touting his achievements too much and promoting a narrative that runs counter to real-world box-office figures.
And once more, aggressive PR can only do so much: the audience is the ultimate decider on whether a film works. Realistically, a movie’s box office collection and reception from actual viewers, irrespective of any social media clamor, define its true lifetime. Idly Kadai serves as a wake-up call, reminding us that opportunistic publicity may create noises, but authentic audience engagement gets you sustainable results.
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