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Responsibility is a word that is often taken for granted by a number of celebrities who think that they can do anything they want because of their awards, box-office draws, and reputation. In the entertainment industry, premium is given to the celebrity who lives a principled life and follows the goodness of the characters he/she has given life. On the one hand, when a celebrity is known to be sweet and kind in his/her roles, he/she is expected to be the same every moment. On the other hand, actors who are effective as villains are bashed and have received death threats from zealous fans.

When Matinee Actor (MA) tried to break free from the expectations, he divided his fans. One group believes his erratic behavior was a journey of expressing his true self and that he should just be allowed to be free. Another group insists that MA should be more mindful of his actions, as he is considered a role model. Nonetheless, MA chose to deviate from his expected behavior and social media has shaped his image.

However, the reality is that his management was shocked at the realization that MA has slid from prized to problematic talent. When controversial photos appeared in his social media account, netizens created an uproar, which prompted damage control to be done. MA himself issued a public apology and everyone thought things would go back to normal. Things did not.

One conservative religious group allegedly contacted the management to let them know that they were offended by the photos MA posted. This calling of the attention of the management indicated that trouble was indeed brewing. Slowly, companies whose flagship products were closely associated to MA started to back-out. These products are considered wholesome and the behavior of MA online would surely affect their reputation. Advertisers of medicine, snacks, and even personal hygiene products could not believe that MA would be irresponsible with his actions, which could have a bearing on the reputation of their products as well.

The management actually tried to talk sense to MA, but their efforts were futile. It seemed that MA had his mindset on getting away from it all. While the management appealed to MA to get his act together, the next few days showed nothing, except for a deletion of a few photos.

The consequences of the actions of MA have monetary equivalent. One of the advertisers, which still had a live contract, reminded the management that MA violated one of the clauses and the company was seeking damages. As endorsers, they are expected to follow a certain behavior that would be in conformity with the vision of the company. Some contracts actually have a morality clause. To prevent litigation, the management allegedly settled the matter to appease the company.

Moreover, other celebrities and pending projects were left hanging with the departure of MA. The chances of his advertisements being shown are slim, and certain ads were already pulled out. Thus, celebrities with him in those ads have lost exposure. Other projects include a starrer with constant screen partner as well as an indie film.

As no one really knows what MA has in mind, attention has also focused on His Lover (HL), who has already been pulled out of her project with the station. Allegedly, the management told MA to undergo counseling and debriefing to help him, but he was bull-headed and refused to dissociate himself from HL. Rumors have it that the management is seriously considering an indefinite suspension for MA, as his actions have risked the network’s reputation and his recent actions have shown open defiance. Thus, he might just be let go, but all the public can do is wait.

‘We are made wise not by the recollection of our past, but by the responsibility for our future.’ – George Bernard Shaw

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