It was party hopping, Kollywood style. Film producers, actors and media persons were kept on their toes, moving from one muhurat to another, when ten films went on the floors in Chennai on Monday. The sentiment-driven dream machine hit the over-drive on the last auspicious day before the onset of aadi (Wednesday), the month when no auspicious activities are embarked upon.
“If we miss this date, we have to wait for a full month, and that is not feasible in the film industry,” says director Sakthi Chidambaram. “A lot of money and creative effort goes into the making of a movie; no one wants to take a chance by putting a wrong foot forward.” He booked the floors of AVM studio two weeks in advance for launching Rajathi Raja, starring Lawrence with six heroines, even though shooting will commence only in August.
Actress Rambha, who is returning to Tamil films after a long hiatus, was also keen on an auspicious beginning to her re-entry. Paired with Prakashraj, her film, Vidiyum varai kaathiru, being planned at a budget of Rs 3 crore, was formally launched to the chant of mantras and lighting of the traditional lamp.
Other films launched include T P Gajendran’s “Magane en marumagane” starring Vivek, Saranya, Nasser along with hero Mithun, “Uchakattam”, “Adhe neram, adhe idam”, “Mammallan” (which was launched at Mahabalipuram), “Jothy”, “Aravadhu vanam”, “Kudhra” and an untitled film being produced by Ramachandran. Bringing the curtains down on a mad Monday was a high profile audio launch of ” Saroja” later in the evening.
“Usually we see such a trend only during Vijayadasami , and in 1977, a record 14 films went on the floors during the auspicious day,” says film historian Anandhan.
While all the films will go on floors within the coming days, no one is willing to commit on the completion date. “It is good for the industry that so many producers are entering the fray, wanting to become a “Paruthiveeran”. If they pay enough attention to story and script as they do to sentiment, we can call it a perfect ten for the industry” says Rama Narayanan, president Tamil Film Producers Council.