It's YouTubers vs Tamil Film producers. The Tamil Film Active Producers Association (TFAPA), one of the governing bodies in Tamil cinema, is up in arms against YouTube channels that cover movies. In a statement, the producers association has not only slammed YouTubers but also asked for a ban on their entry in cinema halls. Taking a strong stance, TFAPA has urged theatre owners to deny access to YouTubers and is exploring legal options to regulate online reviews, particularly in the initial days of a film's release.
In a statement released on its X, formerly Twitter, handle, TFAPA has released a statement condemning YouTube reviews that are malicious and personal attacks. The four-page long letter also calls all industry bodies to come together and unite against such activities. It also mentions the movies that have been impacted by such reviews and claims that their producers have suffered financial losses. TFAPA general secretary T Siva told TOI, “A review should be a view rather than an individual attack. These days, people hold vengeance against a particular movie or star, get personal, and say no one should watch the film. This cannot be considered a review. If you terribly bash a brand’s product, they would not be quiet and would, in turn, take a legal route."
The TFAPA statement comes days after the Suriya-starrer movie Kanguva was trolled heavily on social media platforms. In a post on X, the actor’s wife Jyotika condemned the “negativity” around the film even before the first show of the movie ended.
“In 2024, Indian 2, Vettaiyan, and Kanguva have been affected by such public reviews/talk uploaded by YouTube channels. All industry bodies have a duty to unite and not encourage such activities. As a first step, theatres should avoid letting such channels seek the views of the audience on their premises,” read the statement.
“Critics have every right to review movies. But we request all journalists to write film reviews keeping in mind that hatred towards a film should not be sown in the media because of personal malice. It is imperative that all the associations related to the film industry unite and stop this practice by not encouraging them anymore.”
“It is very condemnable that many YouTube channels cross all limits in their criticism and project their view as the universal truth. We saw an old man not just sharing his opinion about Kanguva but also indulging in personal attacks. It was shocking, and we condemn the YouTube channels that made this a big issue,” the producers said in the statement.
According to media reports, Telugu movie producers too are in favour of a ban on YouTube reviews. Telugu movie producer Dil Raju recently said that the issue has often been discussed in the Telugu states, with exhibitors and producers claiming they affect the film’s collections.
In November 2023, the Kerala High Court issued a directive to the authorities to stop online reviews of films by social media influencers, YouTube reviewers, and bloggers for seven days following the release of a film. The plea was primarily made by Mubeen Rauf, director of Aromalinte Adyathe Pranayam, and was supported by the Producers’ Association.
There's a new term, “review bombing” that has emerged. It is used to describe these negative reviews, along with allegations that some YouTubers and social media influencers blackmail filmmakers and demand payments to write favourable reviews or to refrain from publishing negative ones. The Kerala HC is said to have identified ‘review bombing’ as an issue.
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