Huge flex boards of superstar Rajinikanth's upcoming film Kabali, set-up across Tamil Nadu might tell you a story of its own. No, we are not talking about Rajinikanth's popularity, but the flex boards themselves.
Huge wooden cut-outs of popular stars have given way to digital
flex boards, thanks to a court order in 2008, that marked the end
of wooden cut-outs.
A report from The Hindu throws light on the transformation of
cut-outs to flexes and banners.
"We were the pioneers in putting up cut-outs and hoardings. We
have made them for over 1000 films. It was a status symbol for big
heroes to have a cut-out on Anna Salai. Now, we are no longer
making wooden cut-outs and have moved on to digitally printed flex
boards," Venkateswar has told the leading daily.
Cut-outs and hoardings play a huge part in enhancing a film's
hype, according to Rakesh Gowthaman, Vettri Theatres.
"Huge cut-outs and hoardings at the entrance and inside a
theatre premise have always been a part of the hype of a big Tamil
film release. Now, we are strict that the permissible digital
hoardings are placed inside our compound. Of course, fans set the
tempo by doing digital innovative hoardings and mercury lighting,"
he has told The Hindu.
Digitalization of flex boards have made the job of a designer
easier, feels Kannan, a specialist in cut-outs in the late 80s and
"Once, a big star visited my office with a gift to express his
happiness that the cut-out I designed made him look realistic and
handsome. Today's digital designers can make any actor look young
and dashing," he has said.
"Online and digital facilities have made film promotions a level
field. Earlier, only the big stars gained with these giant,
expensive cut-outs. Today, even a newcomer can catch the attention
of the audience if his film's posters and design can catch the
attention of the audience," a film-maker has told the