Role of Directors in Film Induced Tourism:A Case Study of Tourist Destination in Padma Shri Mani Ratnam’S Films
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ADALYA JOURNAL ISSN NO: 1301-2746 Role of Directors in Film Induced Tourism:A Case Study of Tourist Destination in Padma Shri Mani Ratnam’s Films Sriganeshvarun N PhD Research Scholar, School of Mass Communication Vels Institute of Science & Technology and Advanced Studies (Deemed to be University) Chennai, Tamil Nadu, India Email: [email protected] Mobile: +91 98862 68149 Dr. Jayaprakash D Associate Professor & Head, Meenakshi Academy of Higher Education and Research (Deemed to be University) Chennai, Tamil Nadu, India Email : [email protected] Mobile: +91 98651 82238 Abstract: Director is the sole personal responsible for the success of the film. The director work is highly appreciated and acknowledged in the field of cinema. Auteur theory, which was evolved during the French new wave of cinema with the critics writing journal of cahier di cinema, suggested that the audience see the creative vision of artisan’s viz., the director in the cinema. He alone has the control of the visual of what will be seen by the audience. Film induced tourism is the phenomenon which was highly regarded as the new way of marketing a place through film to promote tourism in the respective countries have garnered various literature around the world. In an effort to understand the influence of Auteur and Film induced tourism, this paper find the contribution and efforts of the director Padma ShriMani ratnam in inducing tourism destination as part of his stories which in turn attracts the attention of the audience in remembering the place or act as an catalyst to visit the destination. Keywords: Auteur, Film Induced Tourism, Padma Shri Mani Ratnam I. INTRODUCTION Auteur theory specifically talks about the director vision in the creation of visual montages in conveying the story as perceived by the director. Auteur theory validates the work of director as the heart of motion picture (Gestner&staiger, 2003). Grand(2008) defined that many films are the work of the director, right from the start of story gist, script, story discussion, finalizing the suitable actors, which involves the three stages of production viz., pre-production, production and post production. In the present day, directors are even involved in marketing for his or her film events. Director himself is a biggest marketing tool as the film director by himself has the biggest fan following. In some of the movies director himself plays the role of protagonist or antagonist. The acting rendered by the actors in front of the camera is the portrayal of what is expected from the director. The Indian films traditionally has strong musical influence in the film. Each song demands different creative vision from the director as it follows the story line of different plots, emotions and key twist in the film. The original auteur theory, which evolved during the French new wave era, talks about the influence of director in the process of film making which are unique in specific way related to the director and not just the follow up of scripts whether it is good or bad. (Hillier, 1985). As auteur, theory clearly differentiate the director as more of an artist, craftsman who tries to display his audience to knowthemselves via artistic expression (Truffaut, 1984). In this study director, Mani Ratnam was chosen for the case study to see as a director how many films that he has chosen to shoot in famous tourist location as part of the story, knowingly or unknowingly inducing tourism in the minds of the audience. II. REVIEW OF LITERATURE Film tourism which is widely called as film induced tourism or movie-induced tourism, film tourism can be defined as “tourist visits to a destination or attraction as a result of the destination’s being featured on television, video, or the cinema screen” (Hudson & Ritchie, 2006, p. 387). Volome 8, Issue 8, August 2019 468 http://adalyajournal.com/ ADALYA JOURNAL ISSN NO: 1301-2746 For example, whenever an audience feels and relate a destination through the medium of film, In case both the gender it is proved to increase the curiosity and both the gender create and form an idea of the place or destination, which eventually creates a wanting to see the place as it is showcased in the film. (Lee & Bai, 2016; Wong & Lai, 2015). Motion pictures and television has a powerful influence on people’s preference and choices. He said that media plays an important role in creating a impact on how people obtain information through images, awareness of destination which inturn form a base of decision making in the minds of people about places to visit and stay. Emphasized the finding of butler that film creates and clarifies information on tourist destination and influence the tourist decision making process. Films are considered and recognizedas an important part of popular culture but also anirreplacable way to make and drag the attention concerning of a destination in such a way that even a marketing department for tourism board cannot offer. Moreover, movies contains the potential in making a place well sorted out tourist destination without any penny spent by the tourism ministry of the country or the state (Macionis, 2007). Therefore, it is not surprising that Morgan and Pritchard (1998) said that marketing a destination as part of a film is the most apt way in product placement from the perspective of tourism. Beeton (2016) described film tourism as “visitation to sites where movies and TV programmes have been filmed as well as to tours to production studios, including film-related theme parks” (p. 11). She applied the word ‘film’ in the wider context of the filming process instead of the mode or location of delivery (e.g., at a cinema, on disk/DVD/video, on television, or a mobile device). III Methodology: For the purpose of this research producer, writer, director Padma Shri Mani Ratnam was chosen as he is highly regarded as one of the key director in making film which are based on the period based on key issues and relevance. To back the point of choosing Padma Shri Mani Ratnam for the case study is that he has won various awards and recognition from various government and private agencies in recognition of his spectacular work over the year. Many tourist locations were used to shoot as part of the story, which I have seen while growing up. Scenes from the movie and the location pictures were used to come to a conclusion about the influence of Auteur theory and tourist destinations, which directly or indirectly influence the audience of the film. Padma Shri Mani Ratnam has a huge fan following for a director whose films are highly anticipated for its release. Recent film chekkachivandhavanam had star-studded cast with Oscar winner Padma Bhushan A. R. Rahman scoring for the film. After the release of Thalapathy it was Padma Shri Mani Ratnam introduced Padma Bhushan A.R. Rahman through the film Roja that was highly appreciated by many and got the accolades of National award for his first film. Since then Padma Shri Mani Ratnam and Padma Bhushan have done many films together which has been the biggest X factor for all the films. IV FINDINGS: ROJA Introduction: The film Roja was directed by Mr. Maniratnam and was released in the year 1992. The movie is a typical love story and the struggle between the Individual citizen and Government authorities. The threat of terrorist in India compute with mild romance is the summary of the movie. Locations covered: The location which were covered in the movies are Conoor, Ooty and Manali. At first the director wanted to shoot the movie in Kashmir but due to extreme terrorism in that place the director chose to shoot at Manali. In the Song “PuduVellaiMazhai” the director showed the beauty of Manali with the snow fall. People cannot believe that it has been shot in Manali which looks exactly like Kashmir. Volome 8, Issue 8, August 2019 469 http://adalyajournal.com/ ADALYA JOURNAL ISSN NO: 1301-2746 Picture1 Picture 2 One more song “ChinnaChinnaAsai” from the same movie which was shown as an Introduction song for the actress MadhuBala. That song was shot in Kutralam Falls (Picture 3 & 4) and Hokenakal falls (Picture 5 & 6) in Tamil Nadu. Picture 3 Picture 4 Picture 5 Picture 6 The first part of the movie was shot in the small village in Pollachi, Tamil Nadu (picture 7 & 8) Volome 8, Issue 8, August 2019 470 http://adalyajournal.com/ ADALYA JOURNAL ISSN NO: 1301-2746 Picture 7 Picture 8 The second half of the movie was shot in Wellington Ooty(picture 9 & 10) and in Manali (picture 11& 12). Where most of us thought that it was shot in Delhi. Picture 9 Picture 10 The Kidnapping scene of the hero in this movie was shot in Hadimba temple in Manali. (Picture 11 & 12) Picture 11 Picture 12 Instead of going to Kashmir the Director showed the replica of Kashmir as Manali and Ooty where no one can imagine that they shoted the film in India. The End scene of the movie was shot in Parson’s Valley Dam which is located in Ooty Tamil Nadu. (Picture 13 & 14) Volome 8, Issue 8, August 2019 471 http://adalyajournal.com/ ADALYA JOURNAL ISSN NO: 1301-2746 Picture 13 Picture 14 O KadhalKanmani: Introduction: It was again a romantic film directed by Mr. Mani Ratnam and was released in the year 2015. The story was about the live in relationship between the couple. Both the actor and the actress hate marriage and the story goes on as the live in relationship will continue or they have to follow the tradition of the Marriage.