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By:
JBR
The film has elements to elevate society - we continue to see such advertisements for Tamil films. Cheran's 'Desiya Getham,' 'Vetrikodi Kaattu,' Seeman's 'Thambi' that's running now, belong to this category of films. V Sekhar has taken a vow that he will only make films that address issues in society. If 100 films are made per year, about 25 of them deal with the ills of society. Awards are also given for films about social awareness and for addressing issues of violence against women.
In the 75 years of existence of Tamil cinema, has any cinema woken up a sleeping society? Has it caused the people to rise up against any injustice? Has any film opened the eyes of the people to believe in something?
No! Here salvation of society is by the action of the hero through his heroic deeds.
This is not possible in real life. Let's take Cheran's 'Desiya Geetham' as an example.
For getting basic facilities for their village, 4 young men kidnap the chief minister. They introduce him to their lives devoid of any basic facility. The revelation changes the chief minister's way of thinking.
In real life, those who send threatening mails to chief ministers end up in jail eating porridge. When that is the case, what happens when one abducts a chief minister? They will have the same fate that befell Veerappan. Moreover, one man cannot fulfill the basic needs of a state of 6 ½ crore population, even if he's a chief minister. This is possible only if the minister, officers and everyone down to the common man is enlightened.
In 'Vetrikodi Kaatu,' the youth prosper by staying back in their own country instead of going abroad. How? By selling Chicken 65 to farmers working in the fields! It is good imagination to think about getting rich by selling chicken to farmers who eat rats in times of famine. But this can only be in imagination! That's why films like this have not created a stir in our society.
How then can one express true concern for society?
As if teaching us a lesson is an English documentary film titled 'Super Size Me' directed by Morgan Spurlock.
As soon as he decided to make a film, there was a flash in Morgan's brain. McDonalds is a famous fast food chain in the US. There are also other big food corporations like KFC, Walmart, Starbucks, Pepsi and Coke, but McDonalds is the biggest, taking care of 43% of America's food needs. Having 30,000 restaurants in 100 countries across 6 continents, it caters food for an estimated 46 million people daily.
A small interpolation here about American productions. From breast enhancing silicon implants to Viagra to boost male fertility, American discoveries have brought the ills of side-effects alongside. The food available at McDonalds is no exception.
2 out of 3 Americans are obese. One survey says 37% of this comprises children. Morgan's idea is to bring across in his film that medical research has found that McDonalds food is the main cause of obesity, kidney and heart ailments in Americans. Morgan decided to put himself under investigation for this.
His aim was to have only McDonalds food - what was available over the counter (water included!) - thrice daily for 30 days at a stretch. To eat every dish on the menu at least once in the 30 days. When the plan was finalized, Morgan had a medical check-up. (In 'Super Size Me,' everything including Morgan's medical check-up is shown with a background commentary by Morgan.)
Morgan stopped having alcohol 6 weeks before the check-up in order not to have alcohol content in his blood. His weight before checkup was 84.1kg. The film moves with entertaining dialogue between Morgan and the medical experts. Including water, Morgan has McDonalds food thrice a day at 20 cities over 30 days.
As days go by, one can visibly see Morgan's health deteriorating. On the fifth day itself, Morgan starts feeling tired. His body weight increases. The doctor who examines him tells Morgan his liver is affected and to stop this madness at once.
But Morgan continues with his journey, putting his own body on the line. The film is interspersed with his conversations with Surgeon Generals to gym teachers, cooks to kids, lawmakers to legislators, who shared their research and opinions on the ever-expanding girth of Americans.
At the end of 30 days, Morgan's health is really bad. His weight has gone up by 11.25kgs, sugar has increased by 13.5kgs, fat by 5.5kgs. When his girlfriend Alexandra says, "Morgan grew steadily tired after eating all that McDonalds food and his sex drive also got affected," it sends a shock wave through the viewers.
The film starts on a light note but at the end of 90 minutes, it leaves a deep impression on viewers. How this film has affected American viewers is unimaginable. (The reason is, 40% of Americans depend on junk food. 10,000 animals are killed per hour to provide food.)
Within 2 months of Morgan's film being released, McDonalds gave a statement.
* No item from the McDonalds menu that was shown in 'Super Size Me' will be given any more.
* Full attention will be given to provide healthy food.
There is no doubt that this is the end result of Morgan's film.
American laws take care of individual freedom and consumer protection. They could be the President's daughters but taking alcohol before the age limit is punishable by law.
In such an America, it is necessary to have the dietician's report on every food item.
Through his film, Morgan has brought to light that many of McDonald's food items did not have the dietician's report.
Morgan's film has won many awards for its content. Though 'Super Size Me' was released long back, the mention here is for two reasons.
* Our celebration of films that enforce what is not feasible practically and labeling them as social awareness.
* McDonalds that has wreaked havoc on the health of Americans is to open its branches in India shortly.
In spite of it having been proved that Coke and Pepsi contain pesticide, they are being bought freely in India. And the Indians have no conflict of conscience to readily buy them.
Being blind to so many facts that stare us in the face, the coming of McDonalds to India causes a lot of concern.
Also the regret that we don't have a Morgan Spurlock among us!
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-04.04.2006
