There used to be neck to neck competition among heroines in Tamil cinema to bag biggies featuring leading stars like Rajinikanth, Kamal Haasan, Ajith, Vijay, Vikram, Suriya and Sivakarthikeyan. Producers had multiple choices to pair opposite the leading heroes. But now, ‘Lady Superstar’ Nayanthara seems to be the only choice for the Superstars in Tamil cinema.
After pairing opposite Ajith in his blockbuster film Viswasam, Nayanthara is getting ready for the release of Mr.Local opposite Sivakarthikeyan in spite of their Velaikkaran turning out to be a dud. For some strange reason, Nayanthara’s wasn’t Vijay’s favorite heroine after Villu bombed but now, thanks to the massive popularity and opening that Nayan has, Thalapathy wanted the Lady Superstar in his upcoming sports drama directed by Atlee.
Nayanthara is also Superstar Rajinikanth’s pair in his new film with AR Murugadoss and Shankar has also approached the actress for Kamal Haasan’s Indian 2 but the buzz is that she politely refused (normally Shankar films take a very long time to get completed) and so the project went to Kajal Aggarwal. She is also doing Chiranjeevi's 150th film one of the biggest films in Telugu.
Contemporaries of Nayanthara are not flooded with such fancy offers and their heroine-centric films are also not being bankrolled at a decent budget. Moreover, producers are aware that Nayanthara has a market of around 15 cr (minimum) and if her film does well at the box office, they can earn up to 20cr through box office, satellite and digital revenue.
When Nayanthara pairs opposite a big hero like Ajith, the business and overall revenue of the film also escalates. The phenomenal run of ‘Viswasam’ is one such example. Though Ajith himself is capable of fetching massive opening at the box office, the presence of Nayanthara acts as a catalyst. Trade also understands that any other heroines in place of Nayanthara wouldn’t have much impact in the revenue and hence, the Lady Superstar has been roped in to pair opposite Vijay and Rajinikanth in their upcoming biggies.
Looking at the statistics— Kajal has one biggie with Kamal Haasan in Tamil and the rest of her films in Tamil are not with top heroes. Rakul has NGK and an untitled film with Sivakarthikeyan but after the actress received flak for her performance and a series of duds at the box office, she is not hot in Tamil.
Producers and big stars either prefer Nayanthara or if not, they are looking out for fresh faces from Tollywood, Mollywood, and Bollywood. Recently Aparna Balamurali was signed as heroine in Suriya's Sudha Kongara film.