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Big budget, bigger success

Thanks to "Chandramukhi" and "Anniyan", it's boom time for big budget Tamil films

WILL THEY BREAK BOX-OFFICE RECORDS? Vikram's "Maja", Vijay's "Sivakasi" and Surya's "Ghajini" (below) are films to watch out for

Until now, 2005 has not been profitable for Hollywood. Several big budget summer releases such as "Stealth", "The Island" and "Cinderella Man" have sunk without a trace at the box-office. Back home in Bollywood, the money spinners were small budget movies such as "Sarkar" and "Kya Kool Hai Hum". In the Telugu industry too, films starring the superstars were flops while two movies with little known faces turned out to be blockbusters.

But things have been different in Kollywood. Big budget films such as Rajnikanth's "Chandramukhi", Vikram's `Anniyan" and Vijay's "Tirupachi" have turned out to be huge hits. The mega success of these films has spurred a boom among producers to make similar big budget extravaganzas costing anywhere between Rs. 15 crores to Rs. 25 crores.

Earlier, trade pundits had predicted that any film with a budget of more than Rs. 10 crores, is a risky proposition. But, the scenario has changed with half a dozen big budget films getting ready to hit the screens in the coming year.

Last month, AVM, one of the biggest and oldest production houses, announced "Sivaji". The film stars Rajnikanth and is to be directed by Shankar. AVM's M. Saravanan says, "This combination has created quite a hype and aroused curiosity. And what's more, even before the first draft of the story is ready, people who have nothing to do with the industry, are willing to buy an area or some rights!" Adds M. S. Guhan, the co-producer, "The film is a milestone for our banner, specially now with AVM celebrating its diamond jubilee." Guhan says that they will do business only after Shankar completes the story, and the cast and budget are finalised.

Lucrative deal

Oscar Ravichandran, after his "Anniyan" gamble paid off, has now signed Kamal Hassan for a lucrative deal to do back-to-back films. The first is an action adventure titled "Vetayadu Vilayadu" to be directed by Gautham Menon. This will be followed by "Dasavatharam", a comedy to be directed by K. S. Ravikumar. Both will cost him over Rs. 35 crores but Ravichandran is not worried as he claims to "know the art of smart marketing."

S. A. Chandrasekhar is producing "Aadi" with his son Vijay in the lead and to be directed by Ramanna. Rights for all the areas were sold on the day of the muhurat, even as the film gets ready for a Pongal 2006 release. Another Vijay starrer is "Puli", which will be directed by S. J. Suryah and produced by `Swargachitra' Appachan. Here, Vijay plays a cop for the first time in his career. Vijay's "Sivakasi", slated for release during Deepavali, has already been sold out in all areas.

Another biggie is Surya's `Ghajini". Producer Salem Chandrasekhar did not mind the fact that the film over-shot its budget. Now everyone, including distributors, is happy that the film looks rich and sophisticated.

Other major films in the pipeline are the K. S. Ravikumar-directed "Godfather" with Ajit in a triple role, Vikram's "Maja" and B-Studio's "Idi", directed by P. Vasu and starring Ajit and Laila.

Star power

What makes these extravaganzas commercially viable? It is a combination of star power, packaging, aggressive marketing, a large number of prints and huge theatrical revenues through high-priced tickets resulting in record breaking "opening-weekend kill". Above all, there is a growing demand for Tamil films in the neighbouring States and abroad where a new audience of youngsters is watching them. Also, Tamil Nadu, which has the highest number of theatre going audience in the country, has a strong film culture.

Says `Abhirami' Ramanathan, "The big films have revived the Tamil film industry, and more money has been pumped in, helping sustain smaller films. The industry is piggyback riding on big movies, which have also brought the audience back to the theatres."

Ramkumar of Sivaji Productions, says: "I still remember MGR reading out the collection figures of my father Sivaji Ganesan's 200th film "Trisoolam" in the State Assembly when he was the Chief Minister to prove how the change in entertainment tax structure had benefited the industry. Similarly, I am happy that "Chandramukhi" has created a new market for Tamil films." He attributes the success of the film to Rajnikanth's mass appeal and brand value, packaging and marketing. Ramkumar is planning more such big budget productions in Hindi, Kannada and Tamil. He says. "The Tamil film industry is growing at a rapid pace and movies with good content and big stars will bring in the audience, provided they are marketed well."

The funding

On the financing front, things have undergone a major change after "Anniyan" availed of IDBI loans. Big producers are keeping away from private financiers as they are now convinced that the interest rates do not make any project viable.

Today, a producer can make a film with funding from cinema theatres in the State, which normally do not charge interest. Added to that, funding from non-traditional sources such as banks, NRIs, private equity investors and even loans from cash rich individuals, is aiding film makers.

Says M. S. Guhan: "We are planning to go in for institutional funding for "Sivaji", most likely from our regular bankers." At normal bank lending rates, it is a win-win situation for the big producers as they are being wooed by banks. As far as the Tamil film industry is concerned, size does matter.

Fresh territory

The overseas market for Kollywood films is growing steadily. "Chandramukhi" and "Anniyan" have opened up hitherto unexplored territories such as South Africa. After Bollywood, Tamil films have emerged as India's second biggest dollar earner. "Chandramukhi" is believed to have grossed nearly $ 2.5 million (Rs. 12 crores approximately) and "Anniyan" touched the $ 2-million mark. The overseas market is booming as it includes theatrical, local television, audio and DVD rights, and is growing at the rate of 10 to 15 per cent a year. Says Sanjay Wadhwa, an overseas distributor, "The five major markets are Malaysia, Singapore, Canada, Europe and the U.S. And about 60 per cent of the audiences is Sri Lankan Tamils."

Wadhwa adds that only stars such as Rajnikanth, Kamal Hassan, Vijay, and directors Shankar and Mani Ratnam are easily marketable.

SREEDHAR PILLAI

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