After occupying centre-stage in the Indian film industry in decades past, one of Kollywood’s leading film studios, AVM productions is treading new ground by releasing their next production on the internet.
A 55-minute feature film, Ithuvum Kadandhu Pogum (This Too Shall Pass), was screened at the studio here on Friday, which its makers promise will be released on the internet. On the motive for releasing the movie on the internet, Aruna, daughter of M S Guhan, said that the internet was a medium that needs to be harnessed properly, and this would go a long way in achieving the same. “This may be an experimental effort, but we perceive the internet as a medium of the future,” she added.
‘Young’ seems to be the movie’s catchphrase, as it bloods in a host of youngsters and first-timers — daughters of M S Guhan, Aruna and Aparna, are its producers; and grandson of the late actor ‘Sivaji’ Ganesan, Shivaji Dev, features as its protagonist. A low-budget movie that deals with the vicissitudes of emotions involving love, Ithuvum… is being co-directed by newbies Anil Krishnan and Srihari Prabaharan.
When the question of financial viability was posed to her, Aparna replied that they are looking at tying up with satellite TV channels to screen the movie. “We may also look at releasing the movie alongside another short film that we produce in the future.”
On the movie’s budget, she remained a tad evasive. “We are in the process of conducting an audit to estimate the expenses. Once that is complete we would be able to get a complete picture.”
Also present on the occasion was veteran director S P Muthuraman, AVM Saravanan and M S Guhan.