'Mersal' sets new marketing strategy for films: First criticise, then remove 'offending' bit

It’s between the producers of the Tamil film ' Mersal' and conscientious objectors of its criticism of GST as to whether the former will remove the ‘objectionable’ scenes.

That BJP leaders in Tamil Nadu have asked the film’s makers to remove scenes that "convey the wrong impression" of GST is a pathbreaking moment in film criticism. It is doubtful if audiences beyond Tamil Nadu would have sat up and taken notice of 'Mersal' but for the BJP’s version of legendary film critic Chidananda Dasgupta.

If every film with scenes critical of the powers-that-be were told to remove the cause of heartburn, then 'Sholay', depicting a Hitleresque jailer, would have infuriated jailers. Movies with crooked politicians and cops would also have been problematic.

But the makers of 'Mersal' may have been astounded by the theory of unintended consequences affecting them. We presume that they hadn’t expected GST bhakts to take matters so seriously. Which brings us to utilising the theory of intended consequences. Ensure that a film – or a book, or even an editorial – contains something critical of the government.

Who knows? It may become the next Big Talk of the Town. The subsequent removal of the ‘offending’ bit won’t matter one bit. Like product placement, the future of marketing in the entertainment industry may lie in this kind of joint venture.