WSN-Entertainment-R-rating for Shah Rukh’s smoking creative liberty

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R-rating for Shah Rukh’s smoking creative liberty
Gagandeep Kaur

Shah Rukh Khan says that he accepts the advice of India’s health minister Dr. Ramadoss not to smoke, but only in private life. He does not want a ban on his creative liberty in cinema. The author argues that cinestars sway impressionable minds and a ban on smoking in cinema is now a global phenomenon, the Grammy award to Amy Winehouse notwithstanding.

Showbiz has always influenced the lifestyle and health of society. Be it clothes, food or accessories, the entertainment industry has penetrated the very vein and limb of society. The popularity, charm of being the public face, the aura of being the household name, the association with the heritage and cultural societies, the perfect handshake with politicians have always added to the benefits of showbiz.

Enjoying such an attitude seems justified when it has come after sailing through the rough and tough, old and bold, topsy-turvy, roller-coaster ride for the celebrity peak. When the celebrity status dances on the head of the cinestars, they go beyond the boundaries and their tolerance of refrain becomes an affront on their liberty.

Shah Rukh Khan’s blanket protection to puffing scenes in movies under the garb of creative liberty in reply to Health Minister Dr. Ambumani Ramadoss’s request to Amitabh Bachhan and Shah Rukh Khan to avoiding smoking on screen does not come as a surprise. In a world surcharged with individual liberties, Shah Rukh Khan has added another dimension of creative liberty, often used to justify near-pornographic scenes.

The impact of cinema on children has never been a subject of detailed study, but there is no doubt whatsoever of the influence on impressionable minds. The Salaam Bombay foundation survey reported that every second, 2 children in India try tobacco for the first time. 4 million children below the age of 15 years regularly use tobacco. It may be difficult to define the exact relationship but the fact remains.

Scientific data repeatedly have shown that a significant number of youth start smoking because of exposure to smoking in the movies; ¨ says Becky Freeman, Director, Action on Smoking and Health, New Zealand. This shows that not only India, but many countries including New Zealand are seized with this situation. Freeman further says that, “we are asking Hollywood to stop pushing disease and addiction on youth by making simple changes in their rating system, which will ultimately reduce youth exposure to tobacco in movies worldwide.”

The always-on-the-swing film industry projects a rusty, metro-sexual, mafia-look-and-feel for the lead actor. The iconic glitz and the heart-throb stature associated with the celebs sweeps the innocent minds. According to a research, youngsters who watch films in which actors are seen smoking are three times as likely to take up the habit.

Smoking on screen in the Indian cinema has been a way out to release stress and in a stressful world, such depiction creates more problems than solves them. Shah Rukh Khan will do well to remember that his creative liberty is adversely affecting the lives of people. If the industry big-wigs do not build a code of self-censorship, then the next logical course is to adopt the Restricted Viewing tag to movies which have smoke scenes, excessive sex and violence scenes, as has been adopted by Hollywood.

Big names of the Indian film industry participate in social and health awareness campaigns but when it comes to acting and earning money then health and society takes a back seat.

Smoking in kid-rated movies does not sell movies, but it does sell cigarettes, says the ASH brochure.

If Shah Rukh Khan needs more proof that the tobacco industry subtly enters the entertainment industry, then the following quote should be sufficient.

Our Primary objective will remain the same, to have smoking featured in a prominent way, especially when it is tied favourably with celebrities.¨ This is part of the letter written to President of RJ Reynolds Tobacco from its PR firm in 1981. “Many times we can get a display, a sign, a t-shirt, a logo, etc inserted into a positive scene, even when the product may not be used in the movie. This gives us a real life environment into which your name is used.¨ John McGinn, Advertising Director for American Tobacco Company.