If you were among the many who have been thinking that a film’s success depended on how skimpy its heroine’s attire is, then it’s time to change your opinion. A recent study by Anemone Cerridwen and Dean Keith Simonton, a professor of psychology at the University of California, Davis, has concluded that nudity and explicit sex scenes do not translate into success at the box office. Their study, ‘Sex Doesn’t Sell - nor Impress! Content, Box Office, Critics, and Awards in Mainstream Cinema’ examined more than 900 films released between 2001 and 2005, and found that, contrary to popular belief, sex and nudity failed to affect a film’s popularity among viewers or critics.
South Indian film ‘Jaganmohini’, starring Namitha in the lead role, had the actress wear skimpy two-pieces in most part of the film but it still failed to impress the audience. Also, Bollywood film ‘Kurbaan’ with Saif Ali Khan, Kareena Kapoor and Viveik Oberoi bombed at the box office despite of the high star value and a steamy lip lock and love making scene. Kareena’s bare back poster failed to usher audience into the theatres.
The phenomenal rise of the Internet seems to be a major contributing factor in the demise of the demand for sex and skin show in movies.
Despite Indian films not featuring nudity or graphic sex scenes, censor board official Babu Ramasamy feels that even filmmakers and producers in India are under the notion that sex sells. “We make it a point to remove any content that might hurt the sentiments of any section of the audience. But a few persons re-insert such content, under the impression that such scenes will help them commercially.” But, it is just a myth, he adds.
What is more important is whether people here perceive such scenes as acceptable or not acceptable. So, while a Thulluvadho Ilamai or a 7/G, Rainbow Colony, which could justify their sexually-charged scenes, are acceptable, a made-for-titillation flick like the recent Namitha-starrer Nil Gavani Ennai Kadhali and the like, will find no takers. After all, a hint of sex is more enticing than out-and-out nudity.
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