Vijay Antony is unquestionably a trendsetter in the South Indian cinema industry. His hit track “Naakka Mukka” prophesized its own success as the “massive hit of the year,” setting the tone for his career’s trajectory. Known for pushing boundaries, Antony has now revolutionized film promotion strategies with his recent innovation for his upcoming film, “Hitler.”
Rather than adhering to the conventional template of PR-driven celebrity interviews, which often occurs in identical settings, Antony has opted for a more dynamic approach. With the assistance of an art director and a dedicated team, he has transformed the interview experience. Every interview for “Hitler” is conducted in a completely redesigned setup, changing everything from chairs and promotional posters in the background to the lighting, ensuring that each video retains a unique visual appeal.
“As we grow and gain knowledge in cinema, I’m also learning how important publicity is. I realized in my previous film interviews that all of them happened in the same room, and those videos looked weak and lacked depth. I wanted to give the quality people see in films wherever I appear and maintain a standard during these promotions too,” Vijay Antony shared. With “Hitler” set to release on September 27, 2024, Antony is eager to showcase this new promotional strategy.
Antony continues to defy industry norms by releasing multiple films each year, a practice seen more frequently in past decades. Addressing this, he explained, “The films I produced were released on time, but some of my other films were delayed. So, when they are finally released, the span between the films gets reduced. Though that was not the plan, I don’t see anything wrong with it.”
Remarking on the paramount importance of content in determining a film’s success, Antony said, “If the film is good, it will become a blockbuster irrespective of its release date. Viswasam and Petta, which were released on the same day, both became hits. It’s the content that matters the most. I make sure at least a gap of four months exists between two of my releases; that’s when a film can be promoted well.”
When questioned about the potential risk of over-exposure, Antony remained unfazed, asserting that it ultimately comes down to the quality of the content. “Irrespective of how often your titles release, what the movie talks about and whether it’s entertaining for the audience is all that matters. All I care about during narration is how good the story and screenplay are.
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Delving into the thematic essence of “Hitler,” he pointed out, “In Romeo, the female lead doesn’t like her husband, and those around him would make fun of him. But the husband loves her and sacrifices a lot, so I see Romeo in the same vein as Pichaikkaran. 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.”
Antony holds the film’s director, Dana SA, in high regard. He emphasized, “If Mani Ratnam Sir had given a chance to a person to assist him, it means there’s a lot of value in him. I enjoyed his previous film Vaanam Kottattum, and if he’s coming to me with an action script, I believed I could accept it with confidence.”
Reiterating that “Hitler” is a political film but denying any personal political agenda, Antony mentioned, “The film only features political characters and their workings.”
Discussing the varying genres he’s explored in his career, Antony noted, “A film that runs well is what I would call a commercial film. Romeo is a film where I tried comedy after India Pakistan. Pichaikkaran was high on emotions and Kolaigaran was a thriller. I don’t care about a film’s genre.” He also dismissed claims that he interferes in film productions, stating, “I stick to what I should be doing, but I don’t give any input on how a film should be.”
As a producer, Antony shared his insights on industry trends, predicting that the future will see a decline in big-budget films, shifting towards content-driven projects. He warned against overpaying actors, citing how quality films like Sethu initially struggled to find buyers.
Concluding his interview with a philosophical touch, Vijay stated, “We are all like cotton balls bursting from the plant, being taken where the wind takes us. When we try to go against it and fail, we go into depression and anxiety. Every situation will change us, but we have to keep going through them. When we keep our focus on one particular aspect, we might lose the better ones that come our way. So keeping expectations low and working towards what we want feels like the way to go.”
“Hitler” is poised to hit theatres on September 27, 2024, promising to be another significant milestone in Vijay Antony’s illustrious career.
