More than being a formidable name in Indian cinema and a reputed production house, the landmark film studio in Vadapalani, Chennai, is an invaluable symbol of sentiment for the AVM family. "To us, the three letters spell deference, diligence and dignity. That is why, even when we place an ad we see to it that the name AVM has a pride of place in it," says M. Saravanan, a scion of the family.
AVM Studio, the oldest functioning studio in the country, entered its 70 th year on October 16. "Gone are the days when several studios were active — the days when 28 of them thrived in the city. Today there are just two — Prasad and AVM. Problems are part of this deal, particularly with the satellite onslaught. But for us, it stands for our father — his perseverance and toil."
Octogenarian S. P. Arjunan, possibly the oldest employee of AVM, who joins our conversation at Saravanan’s office in the studio, nods his head in assent. "Arjunan has been with us from the time AVM Studio was started. I always say that I have a soft corner for 3 SPs. S. P. Arjunan, S. P.Muthuraman and S. P. Balasubrahmanyam," smiles Saravanan.
Generally, when an attempt fails, you may not venture into it the second time. If failure follows you again, you wouldn’t dare get into it the third time. But A.V. Meiyappan was different. When the first three films of AVM — Alli Arjuna , Ratnavali and Nandakumar — bombed at the box office, he began analysing the reasons for the debacles. He realised that travelling to Calcutta and Pune for shooting (Madras did not have a studio then) was an important reason for the skyrocketing costs. That was when he decided to build his own studio. Pragathi Studios — a joint partnership — was born. But soon it led to problems. Again Meiyappan did not give up.
"The political scenario (World War II) made it impossible for him to open a studio in Chennai. So he shifted base to his hometown, Karaikkudi, built a studio there and named it AVM, though he had already bought this piece of land here," says Saravanan. "He was a visionary and a perfectionist. It was his never-say-die attitude that enabled him to see opportunities amidst odds. AVM's motto, Muyarchi Thiruvinai Aakum ('Perseverance leads to success'), says it all."
"My father had studied only till Grade IX. But every morning, despite his hectic schedule, he would read The Hindu editorial, underline the words he didn’t understand, check them out in the dictionary and note them down. Business or English, he learnt everything on his own. And simplicity was his hallmark. All success stories of filmmakers in those days had humble men at the helm — my father, S.S. Vasan and Nagi Reddy," Saravanan lists the achievers who impacted him.
Meiyappan was a greenhorn when he entered film production, direction and studio maintenance. He learnt from his mistakes and emerged a winner. His directorial debut, Sabapathy won him rave reviews and was a money spinner too. 'Take criticism in your stride, because you can always learn something from it,' says the doyen in his book in Tamil that details his trials and wins in cinema.
"Dad's career was dotted with many pioneering efforts," Saravanan’s voice swells with pride. "Besides production and direction, introduction of playback singing and dubbing of films made in other languages and releasing them after adding some innovative touches, made my father stand apart."
"In his heyday, producers were respected for their farsightedness and experience," notes Saravanan. The words are poignant. Even after hits such as Sivaji and Ayan , Saravanan hasn't produced a film. "No, we did make Mudhal Idam, a small film that came a cropper. Who knows? We may make a film in the 70 th year of AVM Studio. But it's 'no' to small budgets."
It was late one night when his father called Saravanan to his room. "Puzzled, I went over and saw my brothers already there. He pointed out to the banner of AVM in the shield marking the victory of our Hindi film, Bhabhi , and said, "These aren’t merely three letters. They stand for 50 years of my hard work. Produce films only as long as it is possible. But keep the studio running. It may not be lucrative but I’ll be happy if AVM goes on. We are trying our best to keep it going," says Saravanan.
Not many film shootings take place at the AVM Studio today. Yet television serials, group dances of films and talk shows are shot here. The heirs of AVM seem to know the art of adapting themselves to the trends. Filmmaking isn’t always a viable proposition. But the studio should go on, is Saravanan’s stand.
MGR and AVM
When Anbe Vaa , a light-hearted production, which turned out to be a great hit was planned, its hero MGR was excited because he was doing mainly action films with ample sentiment. "I'll do this film," he told its director Trilokchander and Saravanan when they approached him. As the rest of the cast was being decided, MGR suggested, 'Can we have Thangavelu play the heroine’s father.' The two looked at each other and Saravanan said with hesitation, "Father wanted T.R. Ramachandran to do it."
"In that case, don’t even mention my suggestion to him," MGR responded quickly. hurriedly intervened. "In today's scenario where producer-director-hero equations have changed, my father would have found it really tough to continue production. But the studio would have remained up to date," says Saravanan.
Auspicious Floor
"When A.V. Meiyappan decided to shift the studio from Karaikkudi to its present premises in Chennai, he saw to it that every piece of wood, nut and bolt was transported safely and fixed here as Floor No. 3," S.P. Arjunan informs. "Even today, all the muhurats of films under the AVM banner are performed on this Floor only,” adds Saravanan. “ Sivaji or Ayan , our journey begins as a simple event on Floor No.3."
"I came to AVM in my teens and the organisation is taking care of me till date. I have lived and learnt everything from AVM Senior. Be it health care or housing, from the beginning AVM has always helped its employees," says Arjunan.
