Catching up with Hollywood and Bollywood, Kollywood has entered an era where producers are signing up female stars, not just as ‘love interest’ to a male actor, but as the marquee name that sells tickets at the box office.
In the last few years, actors including Jyothika ( 36 Vayadhinile, Naachiyar ), Nayanthara ( Aram, Maya ) and relatively younger actors such as Keerthy Suresh ( Nadigaiyar Thilagam ) have managed to pull off extraordinary box office successes, which are rapidly changing the mindsets of those who bankroll these movies.
That’s exactly what happened with yet-to-be released Imaikka Nodigal , which is essentially being marketed as a Nayanthara film, even though it has the young actor Atharva alongside renowned film-maker Anurag Kashyap.
Produced by Jayakumar of Cameo Films, the movie originally was conceived as a ‘two hero’ subject. After initial discussion, producer Jayakumar said that he mooted the idea to the film-maker that the other male character could be changed into a woman, which can be played by Nayanthara.
“Nayanthara’s movies make ₹10-12 crore overall business in today’s market. The theatrical share of her movies in Tamil Nadu alone is ₹6-7 crore. While the content is good, I thought Nayanthara would make it easier for me to sell the film if she joins Atharva and Anurag Kashyap,” he said, adding, “People are ready to buy the movie at ‘minimum guarantee’.” The songs and trailers of her next, Kolamavu Kokila , have also gone viral, hinting at her growing stature in the industry.
Solo movies
Not only are Nayanthara and Jyothika flying high, even younger actors such as Amala Paul, Varalaxmi Sarathkumar, Andrea Jeremiah and others are doing more and more, so to speak, ‘solo movies’.
While Varalaxmi Sarathkumar has announced a movie where she seems to be playing a visually impaired person, Amala Paul and Andrea Jeremiah have released the first look for their next films, both of which seem to be action movies set in a jungle.
Speaking about the risk of bankrolling a slightly expensive film, which is being fully shot in jungles, Jones, producer of Adho Andha Paravai Pola , starring Amala Paul, said, “As a team, we believed Amala Paul would be best suited not just for her popularity but also for her ability to pull off this physically and mentally demanding tough role that she plays, which, we believe will be as challenging for male actors too.”
Economics is key
Mr. Jones has also produced Garjanai , which stars actor Trisha in the lead role and is awaiting release. He said: “Economics is certainly a key aspect that every producer would consider in a project. However, the yardstick should be content and it is immaterial whether it is a male or a female protagonist.”
He adds, “If you think of it, making a film centred on a female star is backed by sound economics: female audiences often come to theatres with their friends or family. So, if the film works with them, we are naturally selling more tickets. If women like a film about them, they will celebrate it.”
But, how was the market created for ‘female-centric’ films?
Film-makers say that the answer lies in the fact that women, especially among movie-going female audiences, have become economically independent and are supportive of female-centric representations in cinema.
Bramma Nathan, whose Magalir Mattum , featured Jyothika in a central role supported by several yesteryear actors such as Oorvasi, Saranya Ponvannan and others, said the slew of films with female protagonists are being supported by women who yearn for such portrayals. “Women for long have been portrayed as sidekicks to heroes and these movies show women with self-esteem,” says Bramma Nathan.
Actor Vinodhini Vaidyanathan, who has been seen in several movies in significant character roles, says, “I am not sceptical, but it is too early to say that there is already a trend where female stars are driving the market on their own. While Nayanthara has already made significant impact, other female lead actors need to consistently do more films to expand their market and sustain themselves. But I hope that the female actors will be able to achieve that kind of success.”
She added, “It would be good to see non-heroic, non-vengeful or point-proving female protagonists, and stories of regular women who are heroes in daily life. Like a Piku , for instance...”
Asked to comment on the marketability of films centred on female stars, a source from LYCA Productions said, “ Kolamavu Kokila has been a huge hit online — the trailer and song have gone viral.
The point is that the film works as a combination — just like male-hero films. It is a package — we have Nayanthara and we have Anirudh doing the music. It is not about whether it has a male or a female playing the lead.”
