The Price of Stardom

FREEZE FRAME

What is that makes millions of women swoon at the sight of Amitabh Bachchan or Shahrukh Khan? Why is it that a Sachin Tendulkar has a whole nation wait with bated breath as he walks to the crease?

Why do Ashwariya Rai or Rani Mukherji make men go weak in their knees? Why is that people commit suicide when they can't see a Rajnikant film? What makes the crowd root for Sania Mirza?

What makes viewers wait for a Barkha Dutt or Rajdeep Sardesai to read mere news? What makes grown ups behave like screaming teenagers at a rock concert? What attracts fans to the first day first show?

What makes people queue for a new book, a new record, a new play, and a new anything from a select few? Something, which commands attention, often adulation. These are the stars. Matinee Idols. People with that elusive quality called charisma.

Amidst the all-pervasive media miasma, where Andy Warhol's prophecy of 15 minutes of fame for all seems real, it is perhaps time to pause and look at the stars. There is enough evidence in mythology and folklore that humankind has always hero-worshipped and applauded people of exceptional merit.

However, it was in the last 100 years with the advent of cinema and television that we actually started getting our first stars. The first true icons were film and sports personalities followed by artistes, politicians, writers, academics, businessmen and philanderers.

Soon newspapers, magazines, books, radio and TV shows even films began to eulogise these luminaries. Somewhere along the way, this supernova became an industry. A thousand stars bursting on crowded mindscapes. Catching a moment in time or generation's attention. These people with their razzle-dazzle are billion dollar brands.

There is obviously a premium for these brands. This combined with pressure to perform constantly often takes its toll. Since many of these super achievers are fairly young, they are prone to manipulation by others or sheer capitulation under the weight of fame and success. But like all products stars too come with a shelf life.

Technology has enabled customised and mass communication to virtually everyone. Icons and wannabeees are there across Page 3s,society columns and late night talk shows. 24x7 reportage of trivia and vicious stings and viral marketing new tools of the applause junkies.

In this clamour, producers, networks, service providers and manufactures are happy to associate with stars notwithstanding their ridiculous price, obnoxious behaviour or irrational demands.

This is why, in spite of all its drawbacks, a star system prevails in all cultures and in all human activity.

Talent, skill, artistry combined with chutzpah and éclat may get you stardom. And stardom may get you success. And success, money. However, remember there is a black hole at the edge of time. This may easier said than done in this age talent contests, reality TV and the relentless pursuit of instant fame by thousands of Bunties and Bubblies!

Amit Khanna (The author is Chairman of Reliance Entertainment and the views expressed are his own)