Vijay Antony is inarguably a trendsetter in the Tamil film industry. Known for his innovative approach both in music and cinema, he has yet again surprised his audience, this time with a refreshingly unique promotional strategy for his latest film, “Hitler.”
Antony’s understanding of the importance of publicity has driven him to break the monotony associated with standard celebrity interviews. Typically, these PR-driven interviews are conducted in the same setting, giving a template look to the promotional videos. Antony and his creative team, including an art director, have taken an unprecedented step by creating a dynamic set-up for each interview. Each setup features changes in everything from the chairs and promotional posters to the lighting to ensure that every video has a distinct and unique visual appeal.
“As we grow and gain knowledge in cinema, I’m also learning how crucial publicity is. I realized in my previous film interviews that all of them happened in the same room, making the videos look weak and devoid of depth. I wanted to maintain the quality people see in films wherever I appear and uphold a certain standard during these promotions too,” said Vijay Antony, who is eagerly anticipating the release of “Hitler.”
Despite today’s trend of actors focusing on one or two big projects per year, Vijay Antony continues to release multiple films annually, reminiscent of a practice common a few decades ago. When questioned about this, he explained it as a consequence of circumstances beyond his control. “The films I produced were released on time, but some of my other films were delayed. So when they are finally released, the gap between the films shortens. Although it was not the plan, I don’t see anything wrong with it,” he asserted confidently.
Touching on the timing and frequency of film releases, Antony argued that the quality of the content is paramount, regardless of the release timeline. “If the film is good, it will become a blockbuster irrespective of its release date. We’ve seen cases where films like ‘Viswasam’ and ‘Petta’ released on the same day and both were hits. Content is what matters most. I ensure that there is at least a four-month gap between two of my films; that’s when a film can be promoted well,” he added.
Antony dismissed concerns of potential overexposure, reiterating that the content’s strength is the crucial factor. “Regardless of how often your titles are released, the audience’s engagement depends on the story and screenplay. In ‘Romeo,’ the female lead character doesn’t like her husband and those around him mock him.
. But the husband loves her and makes significant sacrifices, so for me, ‘Romeo’ is in the same vein as ‘Pichaikkaran.'”
The conversation then steered towards Antony’s upcoming film “Hitler,” which he believes is its USP. “If a wrongdoer calls another man a bad person, then who is he? He must be a good man. For the evil-doers, this film’s protagonist is a Hitler.” The film, directed by Dana SA, a previous assistant to renowned filmmaker Mani Ratnam, carries a lot of promise, according to Antony.
“If Mani Ratnam sir had given a chance to Dana SA to assist him, it means there’s a lot of value in him. I enjoyed his previous film ‘Vaanam Kottattum,’ and with him coming to me with an action script, I was confident in accepting the project,” Vijay Antony elaborated.
Though “Hitler” incorporates political characters and their dynamics, Antony was clear that he harbors no political agenda personally. “I believe the director would also say the same. The film only features political characters and their workings,” he emphasized.
When asked how he differentiates his characters in the numerous thrillers he’s acted in, Antony shared that he doesn’t actively try to distinguish them. “People talk about me interfering in a film’s production, but if I’m the producer, I need to listen to the story and work out the budget; sometimes, I’m the music director and at other times, an editor too. I stick to what I should be doing, but I don’t give any input on how a film should be.”
As a producer contemplating the industry’s future, Antony has interesting predictions. “There won’t be anything called big-budget films in the future, as most films will rely on strong content instead. Only inexperienced producers might get locked in by giving huge salaries to actors. Quality films will find their way eventually, much like how ‘Sethu’ struggled initially but found its audience later.”
With his philosophical musings often going viral, Vijay Antony concluded by saying, “We are all like cotton balls bursting from the plant, being taken where the wind takes us. We must navigate through whatever comes our way without succumbing to depression and anxiety when things don’t go as planned. Keeping expectations low and remaining focused is the way to go.”
“Hitler” is set to release in theaters on September 27, 2024. The industry is abuzz with anticipation, eagerly awaiting the latest work from this multifaceted artist.
Published on September 21, 2024, 04:45 pm IST
(Tamil cinema/ Indian cinema/ interview)
