Who should the liquor industry thank for all the profits despite a large number of campaigns against alcohol? Film directors of course. While happy moments in yesteryear screens where spent as a stroll along the beach or a park, today's directors are reluctant to move beyond the bar. Alcohol is projected as the companion of the hero and his friends at both the good times and not so good times.
The promotion of alcohol as the 'cool' thing continues unabated, despite a mandatory warning that pops up now and then in films. What was meant to serve as a means of restraint is being neglected as a mere routine.
And see who is leading the race in this big time promotion - Venkat Prabhu wins hands down. His two films had every important character consuming alcohol as if it were exilir of life. What point does the director who wants to make 'films that have common men as heroes' want to make? Booze and be my hero?
To top it all his highly anticipated third film, 'Goa' is already promising to be a 'boozy' entertainer, with a wine bottle featuring predominantly in the title graphics. Do these things influence youth into drinking? Probably yes.
Mr. Prabhu and his brother Premji will agree that many hilarious dialogues like, 'Enna Koduma Sir' and 'Evalovo Pannitom' are a big hit with the masses. They are even being repeated in every day life of common men. Even I'm eagerly expecting what will be the punch dialogue for their third film. There also a great importance given to friendship and companionship, how people celebrate. But the point is - all your characters seem to be dipsomaniac. Your team drinks- 1) After they win a match 2) After they lose a match 3) After a friend's birthday 4) On the way to a cricket match and what ve I missed?
Does it not occur to you that a group of friends will be tempted to consume alcohol. Youngsters live in the moment and tend to think that the momentary success or failure is what their life is all about. There are many things that continuously brand them as successful, mediocre or failures like college exams, relationships and results. They become soft targets of such 'Jai Alcoholho' movies because they tend to engulf their sorrows and joys with alcohol.
While there is no denying the fact that Prabhu's films provide whole sum entertainment, they are continuously pushing young Tamil Nadu to bars.
