I wrote this piece on the occasion of Chiranjeevi's 57th birthday on August 9, 2012 which was published on http://www.frontpageindia.com/views/chiranjeevi-hero-love/36403
Chiranjeevi, the Hero we all love
When Chiranjeevi burst open his innings in Tollywood with “Praanam Khareedu” on Septemeber 22, 1978 (One month after his birthday), not many would have given him a half-chance. Tollywood was already in the grip of multiple matinee idols across multiple generations from NTR and ANR to Krishna, Shobhan Babu and Krishnam Raju besides star directors from Dasari Narayana Rao and K Vishwanath to Bapu and K Raghavendra Rao. Around the time his first movie was released, Chiranjeevi’s only claim to filmdom was as an actor struggling to find a foothold. Chiranjeevi had nothing to offer to what’s already not on fare – he is not hugely charismatic like NTR and SVR, nor had a lineage of filmy family. He could get hold of one such bargepole in the fomr of Allu Ramalingaiah when he married the latter’s daughter in 1980.
But Chiranjeevi had that killer instinct and the deep desire to create a unique position for himself – he tried various family fares playing the rogue liar in “Kothalarayudu”, the shrew-taming dummy husband in “Mogudu Kaavali” and the self-righteous do-gooder middle-class householder in “Intlo Raamayya Veedhilo Krishnayya”.
Almost all of them met with unexpected success at the most embryonic stage of his film career – one of them running for more than a year in some theatres. Fans – mostly toddlers, teenagers and housewives growing up in the anarchic years of the 1980s were hungry for a star who will project their aspirations, rebellions, frustrations and dreams on celluloid – they wanted a hero who is as rebellious as Krishnam Raju, a hero as dashing and daring as Krishna , a hero who is lovable like Shobanbabu and someone much more than all of them combined.
Chiranjeevi started feeding what the generation demanded from him very quickly acting in many movies, rotating directors and dialogue-writers and acting with the best in the industry – K Balachandar, Dasari, Raghavendra Rao, Bapu and Vishwanath. Fans loved the intensity of his eyes, the depth of his acting, and his dancing prowess quickly became the toast of a whole new generation who were fed on insipid dancing steps of veterans acting with half-opened shirts and bell-bottom trousers.
Chiranjeevi delivered the blockbuster “Khaidi” which positioned him as the new dashing hero and quickly followed more movies from Raghavendra Rao, Kodi Rama Krishna and Kodandarami Reddy – a director who relied on action dramas with light-hearted romances and the incredible storylines of ace novelist Yandamoori Veerendranath.
Chiranjeevi quickly became the darling of the masses as he belted out jubilee after jubilee hit with “Abhilaasha”, “Challenge”, “Raakshasudu” and “Marana Mridangam”. Like Amitabh Bacchan in Bollywood, movie scripts were written for him and artistes and heroines, technicians and writers all vied with one another in working with the first megastar of Tollywood.
Amongst the many trends he started, Chiranjeevi is famous for bringing in elegant dancing and stylish way of acting in tune with the rising tempo of music. He started the import of villain talent from Bollywood, and gave many technicians - choreographers (Raghava Lawrence), music directors (Mani Sharma, Raj-Koti), character actors (Amrish Puri, Prakash Raj, Kannada Prabhakar, Sarath Kumar) their major breaks.
Now with 149 films to his credit, Chiranjeevi’s career spans the most momentous period of Tollywood that marked the new decade after color productions, multi-starrers with excellent story scripts, the invasion of heroine as a star attraction, introduction of true item songs, choreography as a focal attraction of films, elevation of directors and dialogue-writers to cult status, intelligent use of fans and satellite and social media to enhance a star’s longevity, craze for audio release functions, and the undying craze for first-day-first-show tickets, heroes taking a cut in the distribution of movies as part of the remuneration, the list goes on…
Every five years or so, despite the unavoidable flops, Chiranjeevi systematically used the collective and imported talent in Tollywood to push new boundaries for himself, his family and for the industry. Today, Tollywood enjoys the best monetary status because of a huge star power and in-house talent of technicians from cinematographers and directors to music composers and story-writers, the credit goes to heroes like Chiranjeevi who pushed new boundaries for business of Tollywood.
When “Indra” was released amidst truly the first major audio event for Tollywood in the last decade, there was unprecedented frenzy – it sold close to a million cassettes on day one – there aren’t that many CDs sold even today.
Chiranjeevi, despite all the massive fan following is probably the second actor in Tollywood, after NTR, who has used the medium of Cinema to feed the adulation of the masses and gain symbiotic relationship to accelerate his family’s fortunes in Tollywood.
Because of his direct allegiance with fans, he has created many platforms to interact with them on a continuous basis. He is cognizant of the spinoffs that accrued to him over the years, and the payoffs that continue to others who turned up into films from his family – Pawan Kalyan, Allu Arjun, Ramcharan Tej.
Chiranjeevi and his brother-in-law Allu Aravind created fan clubs, organized them into strategic business units, fed their frenzy at all eventful functions, created websites that offer biographical wikipedias of the Chiranjeevi phenomenon, offered a bankable platform called “Blood Banks” which galvanized more of them into purposive actions which though met with unexpected controversies, and finally harmonized all the fans into one mega family of fans of Chiru the actor.
Even though he was lured into politics a good five years ago before he burst open on the scene with Praja Rajyam Party, Chiranjeevi is the second star-turned politican in the history of Tollywood to create some eyeball impact on the politics. Though his party fizzled out at the hustings in 2009, unable to create any impact with the themes of “social justice” and “inclusive growth”, the PR party managed to grab 17 per cent voting share of the population.
Even though he failed as a politician, Chiranjeevi continues to make attempts to avoid being sidelined by contemporary politics or where his heart lies – in Tollywood. He is now at the heart of Kapu politics in the Congress and continues to spar with the other Kapu politician Botsa in creating a position of power for himself and his community.
As a Tollywood biggie, his family continues to corner the best technicians and talent to turn out hit after hit and strive to be in heightened public currency from Pawan Kalyan’s “Gabbar Singh” to Ramcharan’s “Raccha” to Allu Arjun’s “Julayi”.
Chiranjeevi’s brother-in-law Allu Aravind who produced over 15 films (his best-ever producer) has created a triumvirate monopoly in Tollywood with control over distribution of movies along with producers Dil Raju and D Suresh Babu. As an investor, Chiranjeevi has been careful with his star remuneration and hasn’t over-invested in movies like other stars or created studios that lose money. He has invested in prime real estate and prime time television channels like MAA TV. As on date, MAA TV is rising to the top as a close contender to Gemini TV.
Now, he ponders over the next move whether to remain in politics or plunge back into movies to star in his 150th film now that the stars are aligned for his younger family members to take over Tollywood. As a towering hero in Tollywood, Chiranjeevi has been a phenomenon that’s hard to beat . But as a politician, he has been marginalized. What can beat him in happiness at this crucial birthday milestone is another movie after his own heart. Happy birthday, Chiranjeevi!
By Sridhar Sattiraju
Link: http://www.frontpageindia.com/views/chiranjeevi-hero-love/36403
http://www.frontpageindia.com/views/chiranjeevi-hero-love/36403
Chiranjeevi, the Hero we all love
When Chiranjeevi burst open his innings in Tollywood with “Praanam Khareedu” on Septemeber 22, 1978 (One month after his birthday), not many would have given him a half-chance. Tollywood was already in the grip of multiple matinee idols across multiple generations from NTR and ANR to Krishna, Shobhan Babu and Krishnam Raju besides star directors from Dasari Narayana Rao and K Vishwanath to Bapu and K Raghavendra Rao. Around the time his first movie was released, Chiranjeevi’s only claim to filmdom was as an actor struggling to find a foothold. Chiranjeevi had nothing to offer to what’s already not on fare – he is not hugely charismatic like NTR and SVR, nor had a lineage of filmy family. He could get hold of one such bargepole in the fomr of Allu Ramalingaiah when he married the latter’s daughter in 1980.
But Chiranjeevi had that killer instinct and the deep desire to create a unique position for himself – he tried various family fares playing the rogue liar in “Kothalarayudu”, the shrew-taming dummy husband in “Mogudu Kaavali” and the self-righteous do-gooder middle-class householder in “Intlo Raamayya Veedhilo Krishnayya”.
Almost all of them met with unexpected success at the most embryonic stage of his film career – one of them running for more than a year in some theatres. Fans – mostly toddlers, teenagers and housewives growing up in the anarchic years of the 1980s were hungry for a star who will project their aspirations, rebellions, frustrations and dreams on celluloid – they wanted a hero who is as rebellious as Krishnam Raju, a hero as dashing and daring as Krishna , a hero who is lovable like Shobanbabu and someone much more than all of them combined.
Chiranjeevi started feeding what the generation demanded from him very quickly acting in many movies, rotating directors and dialogue-writers and acting with the best in the industry – K Balachandar, Dasari, Raghavendra Rao, Bapu and Vishwanath. Fans loved the intensity of his eyes, the depth of his acting, and his dancing prowess quickly became the toast of a whole new generation who were fed on insipid dancing steps of veterans acting with half-opened shirts and bell-bottom trousers.
Chiranjeevi delivered the blockbuster “Khaidi” which positioned him as the new dashing hero and quickly followed more movies from Raghavendra Rao, Kodi Rama Krishna and Kodandarami Reddy – a director who relied on action dramas with light-hearted romances and the incredible storylines of ace novelist Yandamoori Veerendranath.
Chiranjeevi quickly became the darling of the masses as he belted out jubilee after jubilee hit with “Abhilaasha”, “Challenge”, “Raakshasudu” and “Marana Mridangam”. Like Amitabh Bacchan in Bollywood, movie scripts were written for him and artistes and heroines, technicians and writers all vied with one another in working with the first megastar of Tollywood.
Amongst the many trends he started, Chiranjeevi is famous for bringing in elegant dancing and stylish way of acting in tune with the rising tempo of music. He started the import of villain talent from Bollywood, and gave many technicians - choreographers (Raghava Lawrence), music directors (Mani Sharma, Raj-Koti), character actors (Amrish Puri, Prakash Raj, Kannada Prabhakar, Sarath Kumar) their major breaks.
Now with 149 films to his credit, Chiranjeevi’s career spans the most momentous period of Tollywood that marked the new decade after color productions, multi-starrers with excellent story scripts, the invasion of heroine as a star attraction, introduction of true item songs, choreography as a focal attraction of films, elevation of directors and dialogue-writers to cult status, intelligent use of fans and satellite and social media to enhance a star’s longevity, craze for audio release functions, and the undying craze for first-day-first-show tickets, heroes taking a cut in the distribution of movies as part of the remuneration, the list goes on…
Every five years or so, despite the unavoidable flops, Chiranjeevi systematically used the collective and imported talent in Tollywood to push new boundaries for himself, his family and for the industry. Today, Tollywood enjoys the best monetary status because of a huge star power and in-house talent of technicians from cinematographers and directors to music composers and story-writers, the credit goes to heroes like Chiranjeevi who pushed new boundaries for business of Tollywood.
When “Indra” was released amidst truly the first major audio event for Tollywood in the last decade, there was unprecedented frenzy – it sold close to a million cassettes on day one – there aren’t that many CDs sold even today.
Chiranjeevi, despite all the massive fan following is probably the second actor in Tollywood, after NTR, who has used the medium of Cinema to feed the adulation of the masses and gain symbiotic relationship to accelerate his family’s fortunes in Tollywood.
Because of his direct allegiance with fans, he has created many platforms to interact with them on a continuous basis. He is cognizant of the spinoffs that accrued to him over the years, and the payoffs that continue to others who turned up into films from his family – Pawan Kalyan, Allu Arjun, Ramcharan Tej.
Chiranjeevi and his brother-in-law Allu Aravind created fan clubs, organized them into strategic business units, fed their frenzy at all eventful functions, created websites that offer biographical wikipedias of the Chiranjeevi phenomenon, offered a bankable platform called “Blood Banks” which galvanized more of them into purposive actions which though met with unexpected controversies, and finally harmonized all the fans into one mega family of fans of Chiru the actor.
Even though he was lured into politics a good five years ago before he burst open on the scene with Praja Rajyam Party, Chiranjeevi is the second star-turned politican in the history of Tollywood to create some eyeball impact on the politics. Though his party fizzled out at the hustings in 2009, unable to create any impact with the themes of “social justice” and “inclusive growth”, the PR party managed to grab 17 per cent voting share of the population.
Even though he failed as a politician, Chiranjeevi continues to make attempts to avoid being sidelined by contemporary politics or where his heart lies – in Tollywood. He is now at the heart of Kapu politics in the Congress and continues to spar with the other Kapu politician Botsa in creating a position of power for himself and his community.
As a Tollywood biggie, his family continues to corner the best technicians and talent to turn out hit after hit and strive to be in heightened public currency from Pawan Kalyan’s “Gabbar Singh” to Ramcharan’s “Raccha” to Allu Arjun’s “Julayi”.
Chiranjeevi’s brother-in-law Allu Aravind who produced over 15 films (his best-ever producer) has created a triumvirate monopoly in Tollywood with control over distribution of movies along with producers Dil Raju and D Suresh Babu. As an investor, Chiranjeevi has been careful with his star remuneration and hasn’t over-invested in movies like other stars or created studios that lose money. He has invested in prime real estate and prime time television channels like MAA TV. As on date, MAA TV is rising to the top as a close contender to Gemini TV.
Now, he ponders over the next move whether to remain in politics or plunge back into movies to star in his 150th film now that the stars are aligned for his younger family members to take over Tollywood. As a towering hero in Tollywood, Chiranjeevi has been a phenomenon that’s hard to beat . But as a politician, he has been marginalized. What can beat him in happiness at this crucial birthday milestone is another movie after his own heart. Happy birthday, Chiranjeevi!
By Sridhar Sattiraju
Link: http://www.frontpageindia.com/views/chiranjeevi-hero-love/36403
http://www.frontpageindia.com/views/chiranjeevi-hero-love/36403
