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There was a time when the film industry was all about the art and the passion for making meaningful cinema.

But over the years, the definitions have changed and so have the motives. Today, it is all about doing business and cinema is nothing but a medium to make money irrespective of what impact it creates on the society and its audience. Apparently, the small cinemas are having a tough time trying to get a theatre and even if they do, the rentals have gone higher. So, in order to make more money, the movie makers have decided to use the tool of sensation and hype for making better revenues.

One such example is the recent movie 慔igh School?which created a controversial publicity and thanks to that, thumping collections are said to be recorded at B and C centers.

And then, there is the movie 慡aleem?wherein it is heard that Mohan Babu realizing that the film was not going to work took advantage of the  Telangana issue and came up with statements that ended up with reels of the film getting burned. He immediately contacted the insurance company and took the claim and made a fortune out of it.

The other highlight is the film couple of Jeevitha-Rajasekhar. It is observed that exactly one month before the release of their film, they come up with a stunt creating publicity by throwing a controversial statement on Chiranjeevi or doing something to fall in media抯 attention.

And then, there is the Mental Krishna Posani who is overactive and sleazy with his movies and makes his mark and revenue out of it. Looking at all these, one thing looks clear. It is the public that wants to see sensation and this is a form of reality show. So those who can do some publicity stunts, they will make money and get going.

On the other hand, there are many who come to the cine world selling their agricultural lands and with movies flopping, they end up committing suicides. Ultimately, the real cause for such hype and this unethical approach is the electronic media. The sensationalizing of each and every thing and the over publicity of issues and stints is encouraging these people to do something drastic.

Along with the media, a major culprit is even the public which is craving for such stuff and what they don抰 realize is this has been changing the total course of the society and the very fundamentals of our thinking. It is about time the film industry, electronic media and the public realize what damage they are causing and how this would ruin the future.