Mumbai, June 10: "Actress Neena Gupta found murdered in her Juhu flat" was the message that flashed across the mobile screens of Mumbaikers on Sunday morning. The news of her "death" spread like wildfire, but a very hale and hearty Neena Gupta, who was seen the night before at an award ceremony, found herself on the phone reassuring her frantic family, and the Press. She was taken by complete surprise and dismissed the rumour as a prank, "but a very nasty one". While this message was in particularly bad taste, the Short Messaging Service (SMS) has come to play a huge role in Tinsel Town, and in deciding the fate of a film. Much before a film has hit the theatres, the story is out, via the SMS. Especially, in the case of a whodunit. The trend started with Kaante. The suspense of "one betrayal amongst the six honest intentions", as the promotional line of the mega-starrer went, was out much before the film was released. The perfect betrayal was executed on the cellphone - an SMS which uncovered Lucky Ali as the cop in the fraction of a second, for free. Sunjay Gupta, the producer of the film, commented that he was glad that someone had decided to give the film free publicity.
But sources confirm that the producers, who had invested more than Rs 30 crore in the film, were upset that the secret was out and countered it by misleading the audience. They gave to the public the wrong message: "Amitabh Bachchan ke plan mein Sanjay kaanta hai". It's out, Kumar Gaurav betrays the perfect plan!
The ruse played its part, however small, in deciding the fate of the film. Kaante went on to become a huge hit at the box-office.
This summer of thrillers has spawned a side industry of SMS, which tell all, much before the film does. The hype, trade pundits say, helps generate a curiosity for the film. "It's free publicity for the producers. A buzz is created by the series of SMS' doing the rounds, agrees Komal Nahata, editor, Film Information.
A week before Ram Gopal Verma's horror flick Bhoot was released, speculation about the bhoot's identity was rife. "Bhoot mein koi bhoot nahin, It's Urmila! Ajay kills Urmila," flashed on the mobiles. But as the audience was to discover, these messages were barking up the wrong tree. But then, would the fact that a little known newcomer, Barkha Madan, was the ghostly link excite the potential audience?

Messages are also doing the rounds for Darna Mana Hai, the next spooky flick from the Verma stable. The SMS verdict: Vivek Oberoi is the killer in this film among a slew of probable bad men, Nana Patekar, Saif Ali Khan, Aftab Shivdasani, Sohail Khan and Sanjay Kapoor. Suspense has died in emotional tear-jerkers as well. The climax of Rajshri Films' Main Prem Ki Dewaani Hu is out much before the film is.
So, is it malicious intent, sabotage of a film before it reaches the theatres? Or is it product promotion, riding free on chain messages? Taran Adarsh, the editor of Trade Guide agrees that SMS create a buzz. "But it is doubtful that such work is done by the producer's themselves, especially, since letting the cat of the bag, might not always work out to be a good idea."
The SMS has killed off Kareena Kapoor, the sexy Sanjana, Abhishek Kapoor and Hrithik Roshan are vying for in Main Prem Ki Dewaani Hu. Will killing Bebo finish the film even before it hits the theatres? Or is this yet another googly bowled by the publicist of the film?