Vijay Antony is undeniably a trendsetter in the Indian cinema industry. His acclaim skyrocketed as the composer behind the iconic hit song ‘Naakka Mukka,’ which begins with the prophetic line forecasting it to be the “massive hit of the year.” In line with his reputation for innovation, Vijay Antony has introduced something refreshingly unique in the promotional activities for his forthcoming film, Hitler.
Rather than relying on the conventional, PR-driven celebrity interviews set in monotonous, template-like locations, Vijay, in collaboration with an art director and his team, has created varying and dynamic interview setups. Each interview room is uniquely crafted, with changes in everything from the chairs and promotional posters to the lighting, ensuring that each promotional video has its distinctive look and feel.
“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 explained. He is preparing for the release of his latest film, Hitler, and is keen on ensuring high-quality promotional content.
Despite his increasingly frequent releases, which hark back to an era a couple of decades ago when actors would consistently release multiple films each year, Vijay insists this is not entirely by choice but due to 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 span between the films gets reduced. Though that was not the plan, I don’t see anything wrong with it,” he elaborated.
However, Vijay remains confident that if a film is good, it will succeed regardless of its release timing. He cited examples like Viswasam and Petta, which were released on the same day but still became hits. “If two Rajini sir or Vijay sir films come out on the same day, they will become blockbusters. It’s content that matters the most. I make sure at least a gap of four months is there between two of my releases; that’s when a film can be promoted well,” he added.
Addressing concerns about potential over-exposure, Vijay argued that the key lies in the strength 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 is,” he affirmed. Vijay drew parallels between Romeo, where the female lead doesn’t like her husband but he loves her and sacrifices a lot, and Pichaikkaran, emphasizing the importance of compelling character dynamics.
Segueing into what makes Hitler unique, Vijay explained, “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.
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Acknowledging the pedigree of the film’s director, Vijay recounted how Mani Ratnam’s selection of Dana SA as an assistant spoke volumes about his potential. “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,” he said. Vijay clarified that while Hitler is a political film, neither he nor the director has any political agenda. “The film only features political characters and their workings,” he clarified.
When discussing his approach to different film genres, Vijay underscored his willingness to embrace various styles. “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 said. On differentiating his characters in thriller genres, he emphasized, “I don’t do anything. There’s talk that I interfere 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 times editor as well. So I stick to what I should be doing, but I don’t give any input on how a film should be.”
Looking ahead, Vijay predicted significant changes in the industry, noting, “There won’t be anything called big-budget films in the future, as most films would rely on strong content instead. Only inexperienced producers might find themselves locked in by giving huge salaries to actors.” He underscored the potential of quality content to succeed, reminiscing how a film like Sethu initially struggled to find distribution but ultimately found success.
Concluding his interviews, which often go viral for his philosophical insights, Vijay reflected on life’s unpredictable nature. “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,” he advised.
The eagerly anticipated film, Hitler, is set to release in theatres on September 27, 2024.
