Bombay - As more and more thrillers and family dramas are churned out, India's film industry is finding itself caught in a new web - spun by users of the cellphone short message service (SMS).

Top producers and directors are busy working strategies to fight the onslaught unleashed by a series of SMS messages leaking the climax of a film on the cellphone screens even before the movie is released for screening.

Analysts said the effect is double-edged - on the one hand the SMS helps create a buzz around a movie, while on the other it spoils the perfect pitch for a film.

It is also being used in a more sinister fashion, as in the case of an actress: an SMS flashed across the screens on Sunday saying "Actress Neena Gupta found murdered in her Juhu flat".

The message spread like wildfire, and a very alive Gupta, who was seen the night before at an awards ceremony, was kept busy assuring her family, fans and the media.

'Nasty prank'

She dismissed the rumour as a prank, "but a very nasty one".

The use of SMS in talking about films started with Kaante (Thorns) last year. It has rapidly spread across the country as more and more thrillers and family dramas see their stories flashed across the cellphone screens.

The multi-starrer Kaante's most suspenseful moment was given out via the SMS route.

Sunjay Gupta, the producer of the film said he was glad someone had decided to give the film free publicity.

But industry sources say the producer, who had invested more than 300 million rupees in the film, was upset the climax was spoiled and countered it by misleading the audience.

Counter-attack

Gupta sent out another message, with a spurious climax.

The counter-attack helped: the movie went on to do brisk business.

In recent weeks a number of thrillers find the cat out of the bag even before the movie print reaches the cinema doors.

Just before the release of the horror film Bhoot (Ghost), speculation about the ghost's identity was rife.

For now the SMS publicity has not negatively affected the film in the opening week across India.

Film analysts are mixed as to whether the trend is a malicious intent to sabotage a film before it is released or it is a product promotion strategy adopted by producers themselves.

"It is doubtful that such work is done by the producers themselves, especially since letting the cat out of the bag might not always work out to be a good idea," said Taran Adarsh, editor of Trade Guide.

On the other hand, Film Information's editor Komal Nahata insists it is free publicity for the producers.

"A buzz is created by the series of SMS doing the rounds generating curiosity for the film," he said. - Sapa-AFP