Film stardom after liveness

As films move from exhibition theatres to television, from award shows to talk shows, dance performances to fashion shows, the figure of the star acquires a new force. Given the new networks of circulation, mega-budget stage events, touring shows and award nights have emerged as a prime site for the production of stardom. These promotional events are saturated with advertising, dance performances, comic acts and a dazzling ambience that exists within a wide network of transactions between the film industry, the Indian diasporas, event management companies, fashion designers, choreographers and sponsors. This article locates and traces the emerging links between advertising, film culture and television through a specific focus on the role of event management companies. Stars, fashion designers, choreographers, stage designers and sponsoring companies work with event management companies to mount lavish stage shows.

In addition, the television telecast design and placement of cameras is also worked out with the event managers. Thus, star culture now also operates within a significantly new economy of televisual liveness that has emerged with globalization in India.