40 days into the summer season the Tamil box-office is lukewarm.
Among the nearly dozen films released from April 2 to May 7, only Paiyaa can be classified as a hit. Most of the other films will not recover the cost of production.
The trouble is that too many big and small films released and there was hardly any promotion or buzz about the project.
Says trade analyst Murugan: “There was absolutely no build up to Sura, that one would associate with Vijay’s golden jubilee film. The film just released out of the blue and was out of the theatres in a few days, as the content was weak.”
Similar was the case with films like Rettaisuzhi, which was promoted “as coming together of veteran directors K Balachandar and Bharathiraja as actors”, which kept the youth audiences away. In the second week itself the multiplexes chopped the number of shows.
As a leading theatre owner said: “There was no buzz about the summer releases except Paiyaa, which had fantastic songs and something new in presentation and freshness about its lead actors which got the all important opening".
In the case of Irumbu Kottai Murattu Singam, the publicity was ok but it was confusing, many thought that it was a spoof like Tamil Padam, while the director says “it is homage to cowboy films.”