The Return of the Mass Hero

An interesting phenomenon has returned to Indian Cinema, last month has seen 2 mass hero centric movies Dabangg and Endhiran (Robot) smash all box offices records gaining both mass and class approval. The remarkable thing is not the amount of money these movies made but the fact that the so called critics has given up the condescending attitude and cheered for these movies.

The Formula

All mass hero flicks have a typical premise, an underdog takes on the evil system and array of evil villains and wins in the end. The heroine will always be a super hottie who will fall for the non-conventional looking hero. There is comedy, awesome fight scenes and even more awesome punch dialogues. The masses in tier 2 and tier 3 cities lap this up and experience tremendous joy. Cinema separates them from their daily grind and lives; it gives them hope and cheer that one day they shall also triumph. Even if they don’t, they closely identify with their hero and live out their aspirations through them. Probably Hindi cinema’s only popular mass hero was Amitabh in the 70s, with anti system movies like Trishul, Dewaar, Sholay and Don. The angry young man worked.

Brand Rajni

There are lots of Chuck Norris forwards which are recycled and attributed to Rajni and they seem to brand him as the Mithun Da of the Tamil Industry. But what people fail to recognize is the meticulous care with which he manages his brand equity.

Rajni in spite of being a Super star has made just 6 movies in the last since 1997. He endorses no brands because a demi-god cannot be seen peddling cars, chocolates or DTH TV connections. Each of his movie release is a festival since fans wait to get a glimpse of his movies. There is music, dancing and celebrations. Tickets of price Rs70 were sold just for the movie trailer release functions; such is the mania of the man. It is like a semi-cult status he enjoys but when he tried to dabble in politics he burned his fingers with Baba in 2002 being his big flop in decades. He learned his lesson and become apolitical.

At 61 years, the man can headline a 160 crores budget regional movie which steamrolls over Bollywood biggies like 3 idiots and Dabangg at the box office.

The Magic of Cinema

There is a class of people who always condemn commercial cinema and find it cool to endorse the new age cinema. But people don’t realize that the vast sections have miserable real lives outside, they don’t want to see stories of gritty farmer suicides, unhappy marriages or other social issues. They want escapism and a hero with whom they can identify with. They want to see winners not whiners, they want to see a hero with roguish charm and are tired of metro-sexual heroes . The era of mass heroes is truly back in vogue.

Chitti the robot, Chulbul Pandey the corrupt cop and Ranchodas the rebel engineering whiz rule the roost now, the pseudo NRIs Rahul and Raj can take a hike.