The surge in Tamil-language entertainment content and the ceaseless buzz about Kollywood on social media might give an illusion of a thriving industry, but the reality is far from effortless when it comes to choosing a new film to watch. Over the first five months of 2024, Tamil cinema has experienced a rather jittery phase, with a limited number of titles achieving divergent levels of success at the box office.
Despite every glimmer of hope with a Friday morning opening or a promising trailer that hinted at delivering the goods, fans have often found themselves disheartened. The pressing question arises: Is there an actual issue plaguing the industry, or is this simply an exaggeration in an inherently volatile field? Reflecting on the past four years, when the industry had to depend heavily on star power to navigate the after-effects of the COVID-19 pandemic, there hasn’t exactly been a drought of big-budget star vehicles or smaller, content-driven projects, especially in the first half of the year.
The year 2024, however, paints a contrastingly bleak picture. Major star vehicles that were released for Pongal, such as Dhanush’s “Captain Miller” and Sivakarthikeyan’s “Ayalaan,” struggled at the box office. Even “Lal Salaam,” featuring Rajinikanth in an extended cameo, did not meet expectations. Nonetheless, these titles remain the highest-grossing films of the year so far. A few exceptions did emerge, such as the critically-acclaimed gem “Lover” and the moderate-budget hit “Aranmanai 4.” Kavin’s “Star” made an impressive splash on its opening weekend, while titles like “Blue Star,” “J Baby,” and Vijay Sethupathi’s “Merry Christmas” displayed reasonable performance both in theatres and on streaming platforms. However, these remain outliers in an industry that churns out hundreds of films annually.
Industry insiders point out that there were no early signs of such a box-office drought as the year began. Kollywood might have enjoyed better fortunes if big-budget projects like “Kanguva,” “Thangalaan,” and “Indian 2” — all initially scheduled for release in the first half of 2024 — had managed to bring their grand visions to the screens as planned. Whether it’s a case of perfecting post-production or simply securing the best release window, many star films in Tamil Nadu seldom meet their initially announced release dates.
Producer Kalaipuli S. Thanu emphasizes the unpredictable nature of the film business. “Delays can be attributed to a variety of factors, from CGI hiccups to unforeseen postponements in shooting schedules. Producers often have to wait for key supporting actors to be available. It’s difficult to place blame solely on production teams for such delays,” he explains.
On the other hand, producer P.L. Thenappan attributes the delays to protracted negotiations over satellite and streaming rights. “With only a limited number of players in satellite and streaming, finding a middle ground on pricing can be challenging,” he says, highlighting the oligopolistic nature of this segment of the industry.
If large-scale projects are encountering such hurdles, the outlook for small to medium-budget films in 2024 could be even more dismal. The first half of this year starkly contrasts with 2023, which saw movies like “Dada,” “Por Thozhil,” “Good Night,” and “Ayothi” paving the way for new filmmakers. The struggle is compounded by an overwhelming number of star-studded films aiming for release windows later in the year.
.
Adding his perspective, Manikandan, who acted in the highly acclaimed “Lover,” explains that securing theatre slots for smaller films amid a slew of star releases is a continual struggle for producers. “Releasing a film in theatres involves significant effort, and even finding a release window is challenging. Various factors influence whether audiences choose to watch a film in theatres,” he notes. Nonetheless, he expresses optimism about the shifting perception towards non-star films. “There is now a belief that films with good content can also succeed in theatres,” he adds.
In a year where Tamil cinema has struggled to capture the audience, Malayalam cinema has thrived across India, particularly in Tamil Nadu. Movies like “Bramayugam,” “Premalu,” “Aavesham,” “Aadujeevitham,” and the blockbuster “Manjummel Boys” have enjoyed extraordinary runs in theatres.
However, attributing the poor performance of Tamil films solely to the popularity of Malayalam cinema might be an oversimplification. Producers like Thanu and Thenappan argue that the underwhelming quality of Tamil films should be scrutinized more than the success of Malayalam films. Thanu points out, “A good Tamil film will always find its audience, just as Malayalam films do.” Thenappan echoes this sentiment, reminding us that successful movies like “Premam,” “Baahubali,” and “KGF” did not hinder the performance of quality Tamil films.
One intriguing trend observed in Tamil Nadu earlier this year is the re-release of older blockbusters, driven by nostalgia. This trend reached its zenith when Vijay’s “Ghilli” became the biggest opener of 2024, despite its original release 20 years ago.
While many might prefer revisiting a known and loved film rather than risking a new and untested one, the actual impact of these re-releases on the overall business seems exaggerated. Ruban Mathivanan of GK Cinemas in Chennai articulated this sentiment: “Yes, these re-releases might have helped somewhat, but they are not a definitive solution. One or two successful re-releases or popular foreign language films aren’t sufficient. We need at least one strong Tamil film every month to cover our recurring expenses and ensure full occupancy.”
Additionally, the industry needs to reflect on why creators are hesitant to explore the direct-to-streaming model, despite Tamil cinema’s success in long-form content since 2022, which has continued with notable titles like “Thalaimai Seyalagam” and “Inspector Rishi” this year. Manikandan notes that there is still a lack of clarity about this model. “While some films may perform better on streaming platforms, there’s reluctance even among creators to adopt this approach. However, if some projects succeed in this format, it might encourage others to follow,” he suggests.
Despite the rocky start, the second half of 2024 is packed with star-studded releases that could steer the box office towards recovery. Highly anticipated films such as Kamal Haasan’s “Indian 2,” Suriya’s “Kanguva,” Vikram’s “Thangalaan,” Vijay’s “Greatest of All Time,” Rajinkanth’s “Vettaiyan,” Ajith Kumar’s “Vidaa Muyarchi,” Vijay Sethupathi’s “Maharaja,” and Sivakarthikeyan’s “Amaran” are just a few of the titles slated to hit the screens. Additionally, Mari Selvaraj’s “Bison,” Jayam Ravi’s “Genie,” Arun Vijay’s “Vanangaan,” and Ram’s “Yezhu Kadal Yezhu Malai” are also expected to create a buzz.
Will 2024 resemble a film with a lackluster first half and a thrilling second half? Only time will reveal whether Tamil cinema can reclaim its lost ground.
