Irandam Ulagam Preview

Irandam Ulagam has been Selvaraghavan's dream project. The project has gone through a number of fits and starts with title changes (earlier titled "Maalai Nerathu Mayakkam") and casting changes. PVP agreed to take on Selvaraghavan's project as Arya and Anushka were brought onboard as the leads. Selvaraghavan has put his heart and soul into this project as he will be taking his remunerations based on the box office outcome of the movie.

Strength

• Selvaraghavan has received a clean "U" certificate for the first time and has been promoting the movie as his attempt to portray "pure love".

• The movie has been shot in remote locations in Georgia, Brazil and India. There is a rich computer graphics and imagery expected to give an out-of-the-world visual experience for the viewers.

• Irandam Ulagam has two of the most leading music directors contributing to this project. Anirudh has provided background music in addition to 2 new 'bit' songs included. Harris Jayaraj has composed all the song tracks originally released as part of the album.

Weakness

• Lack of star power is a major risk for Irandam Ulagam's opening. Irandaam Ulagam is Arya's most expensive project till date. The trade is hoping for Arya's recent hits "Raja Rani" and "Arrambam" to do the trick in attracting audience to the theatres. In Telugu, PVP is promoting actively based on the star power of Anushka.

• For a big budget movie to succeed, it needs to appeal to the family audience. Selva has struggled in the past to reach outside of his loyal set of target fans.

• Selva is known for falling out with most of his music directors during the course of the post-production -- Yuvan, GV Prakash and now Harris Jayaraj were all been replaced due to inexplicable reasons. The industry believes that Harris stepped out of the project after watching the first copy of Irandam Ulagam and ended up quoting his lack of dates and availability on the way out.

Opportunities

• The movie is released in Tamil and Telugu (as Varna) at a wide number of theatres in order to quickly recoup the investment. The additional advantage is that it will be a solo release without direct competitions at the box office this weekend.

Threats

• The production costs and CG overshot the budget substantially past Rs. 35 Crores. The movie absolutely needs to take a flying start and hold on to strong collections during the first two weeks in order to be a profitable venture for all parties involved.

• Irandam Ulagam needs to make an impression among the Diwali movies"Pandiyanadu", "Arrambam" and recently released "Pizza-2" which are still managing to get good occupancy levels during the weekends. Also, Irandam Ulagam needs to distinctly stand-out among the upcoming releases during the next weeks.