The Item Bombs of Tollywood
Hyderabad: The 'item song' is the new X factor in movies. It's the extra 'masala' which movie makers are adding in ensure the movie gets talked about.
Be it Parvati Melton's phataka song in Dookudu, Mariam Zakaria's jhatkas in 100 % Love or Brahmigadi Katha or Meghana Naidu in Pilla Zamindar, the actresses have dazzled in the songs. Even if the movie is a simple, family sentiment story, the item song is deliberately added to give it the mirchi flavour.
While dancers like Mumaith Khan (who has done more than five item songs), mainstream actresses such as Hansika and Shriya are making a beeline to be part of the big banners in the form of item songs. With this trend, traditional 'item girls' Mumaith Khan reportedly have been forced to leave the industry for lack of offers.
While a movie consumes a lot of time and has to be in line with career objectives, the item song is a good way to make a quick buck, stay in the news and reach the masses effortlessly. 'Item song in a hit movie gives as much popularity and mileage to actresses as a full-fledged movie does,' said a top actress who is likely to sign an item song in a Mahesh movie.
The actresses reportedly charge about Rs 50 lakh for a song which takes about three to five days of work. The item girls, incidentally, have been nicknamed 'atom bombs' in the industry!
News Posted: 26 October, 2011
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