Post Cinematic effect is the influence of the new digital world on the Cinema. As discovered by Steven Shaviro (2010) how digitalization impacted cinema with new digital technologies,  economic globalization and financialization. The Post Cinematic Affect has influenced  in the transition of storytelling, script writing, movie making and the special effects used in making the movie. Post-Cinematic Affect is influencing in shaping the cinema using high level digital technologies.

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One of the Indian Bollywood movies “Gully Boy” translated as “Slum Boy”, launched in 2019, is an example of the Post-Cinematic Affect. It has fast-passed editing with multiple special effects and digital visuals. Gully Boy is an Indian popular movie based on the lives of Indian street rappers of Mumbai. The movie talks about the 22 year old young boy who wants to achieve big in life despite coming from a slum background.

The Song trailer from the movie “Gully Boy” is the best example of Post- Cinematic Affect, as we can see in the above video the visuals are deeply tied with the music beats which changes the overall energy of the video. It is the combination of multiple music tracks, and rhythms, the combination of a raw and lyrical content. This video is a mix of high-paced audio visuals with mixed effect. It is totally different from the storytelling used earlier in the cinema. The video has a digital touch of post-production, sounds, editing, special effects jumping from one audio tune to another with a smooth transition which makes the video popular. It has trending audience engagement where people are making videos on movie songs with popular hashtags. The film became popular because of its narration, and post- cinematic effects used throughout the video. It has a blend of popular hip hop aesthetics with rapid cuts and a smooth transition to different scenes on different audio notes.

The Bollywood movie “Gully Boy” signifies the Post- Cinematic Affect, making a best use of digital technologies catching the socio-cultural landscape of the Indian Cinema. The movie has a blend of digital visuals with a vast aesthetics and the post-production effects which makes the movie popular and interesting among the viewers.

By: Tarushi, 3387472601

References

Shaviro, S. and John Hunt Publishing (2010). Post-cinematic affect. Winchester ; Washington: O Books.

‌POST-CINEMA. (2016). Perspectives on Post-Cinema: An Introduction. Available at: https://reframe.sussex.ac.uk/post-cinema/introduction [Accessed 12 November 2024].

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