AVM: a movie production house close to Chennaiites

A glorious era in celluloid wound to a close when producer M. Saravanan, 86, passed away in Chennai on Thursday. For cinephiles, with their collective memories harking back to a storied past right from the 1940s, AVM Productions is a banner that will continue to remain close to their hearts.

A movie enterprise launched by Mr. Saravanan’s father A.V. Meiyappan, AVM was a powerful brand, known for both the star-driven tentpole films and the tiny ones riding on fine scripts and good word-of-mouth reviews. In the 1980s, when Madras in general and Kodambakkam in particular, were the crux of the South Indian film industry, AVM held centrestage.

Movie lovers often pick a film based on the lead actor, and at times based on the director. However, AVM broke through that mode, and there was a fandom that opted for their offerings as a certain quality and newness were expected to be the norm. Thevar Films, too, at one point had that kind of allure; AVM, though, was prolific and especially in the 1980s, offered a slew of films in multiple languages.

If there was a Murattu Kaalai with Rajinikanth, there was also a Sakalakala Vallavan with Kamal Haasan. The feel may have been a mosaic of commercial highs, a kind that is even superior to the latest adrenaline-infused Instagram reels, but equally, AVM forayed into strong themes as evident in Pudhumai Penn, which dealt with women’s emancipation.

In the same decade, AVM produced the comedy Paatti Sollai Thattathe with the legendary Manorama, known for comedy and character roles, in the lead. The celluloid outing drew the crowds and had a blockbuster run. This remained a production house that could survive even without doing fan-service.

The AVM logo was enough to draw the initial collection, and the brand endured even in the ‘90s, when rivals like GV Films and K.T. Kunjumon’s Gentleman Film International struck the high notes. There was a classy Minsara Kanavu (Sapney in Hindi) juxtaposed with mass entertainers like Gemini and Perazhagan.

When the 2000s dawned, there was Sivaji the Boss in 2007, and AVM seemed eternal before pausing in 2014. The studio and owned-theatres became real-estate assets and were redeveloped while a film-museum remains.

Mr. Saravanan, with his arms crossed across his chest, always presented a picture of genuine modesty despite the vast riches under his control. He recognised both stars and fresh talent, and nurtured many directors and support crew. The groundswell of grief and respect over his demise is a reflection of the man he was.

Bollywood may have Dharma and Yashraj Productions, but in Kollywood, AVM reigned for nearly seven decades. The respect it garnered still remains intact and credit is due to Mr. Saravanan and his extended family that helmed the behemoth.