Vijay Antony is inarguably a trendsetter; after all, his biggest hit song as a composer, ‘Naakka Mukka’, starts with a line prophesying it to be the “massive hit of the year” and for his recent film’s promotion, he has pulled off something unique. The routine practice of PR-driven interviews of celebrities often leads to identical settings, giving them a somewhat monotonous appearance. However, Vijay has disrupted this convention by crafting a dynamic setup for his interviews along with his art direction team. Each interview’s backdrop, including elements such as chairs, promotional posters, and lighting, is changed to ensure that every recording looks visually distinct.
“As we grow and gain knowledge in cinema, I’m also learning how important publicity is. I realised in my previous film interviews that all of them happened in the same room, making those videos look weak and lacking depth. I wanted to imbue the quality people see in films into my appearances and maintain that standard during promotions too,” remarks Vijay, who is gearing up for his latest release, ‘Hitler.’
Vijay’s work ethic involves consistently churning out multiple films every year, a practice reminiscent of a bygone era when actors did the same. On this topic, he explains, “The films I produced were released on time, but some of the films in which I’ve acted faced delays. As a result, when these delayed films finally release, the gap between films narrows. Although it wasn’t planned this way, I don’t see a problem with it.”
Addressing concerns about the potential for audience overexposure, Vijay argues that the strength of a film’s content is what truly matters. “If the film is good, it will become a blockbuster irrespective of its release date. Films like Viswasam and Petta released on the same day and both became hits. If two Rajini sir or Vijay sir films come out simultaneously, they will also be blockbusters. It’s the content that matters the most,” he asserts.
Playing the devil’s advocate, when asked if frequent releases might lead to over-exposure, Vijay retorts by emphasizing the importance of content. “It doesn’t matter how often your films release; what matters is if the movie is engaging and entertaining to the audience. During narration sessions, my primary focus is on the story and screenplay. For instance, in the film Romeo, the female lead character doesn’t like her husband, and those around him mock him. But he loves her and makes many sacrifices, much like the character in Pichaikkaran,” he explains. He further elucidates that ‘Hitler’s’ unique selling proposition is its perspective. “If a wrongdoer labels another as a bad person, it implies that the latter must be good. For the evil-doers in this film, the protagonist is like Hitler.”
Vijay’s trust in the director of ‘Hitler,’ Dana SA, stems from a seasoned cinematic understanding.
. “If someone like Mani Ratnam sir believed Dana warranted an opportunity to assist him, it speaks volumes about his potential. I enjoyed Dana’s previous film, Vaanam Kottattum, and had confidence in accepting his script for an action movie,” he says. Despite the political overtones in ‘Hitler,’ Vijay maintains, “I personally don’t have any political agenda, and I believe the director would say the same. The film features political characters and examines their interactions.”
On the broader aspect of filmmaking, Vijay expresses his indifference to genres as long as the film performs well commercially. “A commercially successful film is what I would call a hit. For instance, Romeo was a comedic attempt after India Pakistan. Pichaikkaran had heavy emotional undertones, while Kolaigaran was a thriller. I don’t care about a film’s genre,” he says. When questioned about his penchant for thrillers, Vijay counters, “I don’t do anything specific. There’s a notion that I interfere in a film’s production, but that’s not true. If I’m the producer, I do need to work on the budget and sometimes I contribute as a music director or editor as well. However, I stick to my role and don’t give inputs on how the film should unfold.”
Beyond acting and producing, Vijay offers keen insights into the evolving landscape of the film industry. “I foresee a future where big-budget films become less common. Most films will rely on robust content. Only inexperienced producers might end up constrained by paying huge salaries to actors. Times have changed; a quality film like Sethu couldn’t find buyers for a year, but those who grasp both the craft and business side of filmmaking will prevail.”
Vijay, whose interviews have become viral for their philosophical musings, concludes with a thought-provoking analogy: “We are all like cotton balls bursting from the plant, taken wherever the wind leads us. When we strive to go against it and fail, we face depression and anxiety. Every situation will inevitably change us, but we must persevere. When we fixate too much on one aspect, we might overlook better opportunities. So, keeping expectations low while working towards our goals seems like the way to go.”
‘Hitler’ is set to release in theatres on September 27, 2024.
