Tollywood has donated Rs.2.4 crores so far to the city of Vizag via CM's Relief Fund. Good initiative. But is it good enough? If you look at the history of natural calamities that hit the coastal Andhra both in late 70s or the early 90s, the Telugu Film Industry (TFI) played a pivotal role in mobilising resources in kind and cash for the ravages caused by nature. Both NTR and ANR and others led from the front in touring the state while they were flanked by all the leading actors and actresses of those times. I was a toddler in 70s when NTR, Jamuna, and several others passed our two-room house in Narayanguda - my parents donated cash and clothes. Those kind of initiatives are what are needed by the Industry that churns out movies - truly the opium of the masses. Each generation of TFI owes it on them to take such leadership initiative because the effect of such efforts galvanise many others to participate in the rehabilitation work as against mere tokenism. Today, it has become more a "you start- I will also announce something" trend. At a time when Vizag has created the infrastructure to make a film hub and the city and its vast beach-side were exploited by many film-makers from Balachander to Jandhyala to EVV to Trivikram, the TFI should go a step beyond making chequebook donations to the "city of destiny" (a sobriquet given by Bharat Ratna Mokshagundam Visweshwarayya).
The figures also don't just add up to the math or the effect of inflation. Vizag and its surroundings usually quote at a slight discount to the distribution rights of Nizam territory. "Aagadu" was sold for Rs.5.5 crores in Vizag, "Govindu Andari Vaadele..." for about Rs.5 crores and so on. So, you get the idea. Contributions by the superstars and mega omega stars is not even five per cent of the distribution rights for one film. Infact, a contribution of Sampoornesh Babu's contribution is technically greater than the stars because this Babu acted in just one film and he must have given ten per cent of his takings from the film! In those days, the days of NTR and ANR, the donations were given out either as a percentage of their networth or a percentage of their annual takings which when compounded with the overall mobilisation of public monies that get enlisted by propaganda and canvassing - the benchmarks were higher than what today's generation of top heroes give out. Cinema has a symbiotic relationship with the society and during bad times, cinema has to reach out better than giving out token amounts - because it is the only medium that cuts across the lines and mobilise mass support. Better than most TV media which are clueless, heartless and woefully cynical. It's a shame if TFI can't rise to the occasion.
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