"Ameerin Aadhi Bhagavan" Preview - SWOT Analysis

by Raven 

After being in the production for almost 3 years, ‘Ameerin Aadhi Bhagavan’ is all set to hit the screens this Friday (February 22). Directed by Ameer, the movie has Jayam Ravi and Neetu Chandra in the lead roles. Music by Ameer’s regular Yuvan Shankar Raja has been well-received. The movie is produced by J. Anbazhagan under ‘Anbu Pictures’ banner.

Touted to be an action entertainer, the movie is being promoted as ‘A Mafioso action love story’. The movie’s running length is around 157 minutes.  The movie’s title was recently changed from ‘Aadhi Bhagavan’ to ‘Ameerin Aadhi Bhagavan’, after some Hindu outfits protested against the title. 

Strength 

• Director Ameer has a loyal cult fan following among a section of fans who expect daring good quality film from him.

• Jayam Ravi has been working hard to shed his lover-boy image for a while now. This is Jayam Ravi’s next action film after ‘Peraanmai’ and also has has ‘Boologam’ and ‘Nimirndhu Nil’ in his kitty. Jayam Ravi desperately needs a hit who has had limited number of releases during the last 4 years.

Weakness

• With Ameer distracted by politics and FEFSI controversies, the movie has been in the making for a long time. The long delay of the movie has tempered the expectations resulting in lack of freshness. As witnessed during the audio release and press meet, the team has been tired due to strenuous long schedules as the team members, including Jayam Ravi, lyricist Snehan and Ameer vented their frustrations.

• The recently released music video of Ameer rapping for one of Yuvan Shankar Raja's song has been ridiculed and criticized for its amateurish attempt. 

Opportunity

• There is not much stiff competition for the movie with Vishwaroopam's buzz waning a bit after 2 weeks in theatres. Much acclaimed ‘Haridas’ is also releasing this week, but the movie will see a limited release. So, it is important for ‘Ameerin Aadhi Bhagavan’ to garner positive response right from the first show to ensure box office success.

Threat

• The movie has been censored with an ‘A’ certificate and a lot of cuts have been enforced by the censor board. This will work against the family audience to think twice before going to the movie.
• Ameer's brand as a film-maker has taken a hit with his name becoming synonymous with controversies. Ameer has earned a lot of ill-will within the film industry and outside. There is a risk of movie brought down by the detractors even if there is even a minor slip.

Final Words

Having spent three years for ‘Ameerin Aadhi Bhagavan’, the entire cast and crew are hoping that their hard work will be rewarded. Let us hope for the same!