Y NOT Studios

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Y NOT Studios
Private
Industry
HeadquartersChennai, Tamil Nadu, India
Key people
S. Sashikanth (founder)
Chakravarthy Ramachandra (CEO)
Reliance Entertainment
Products
Subsidiaries
  • Y Not X Marketing & Distribution
  • Y Not Music

Y NOT Studios is a film production company in Chennai, India, established by producer S. Sashikanth. As of 2017, the company has produced 12 feature films, which includes productions made in the Tamil, Telugu, Malayalam and Hindi film industries of India. It has frequently collaborated with filmmakers including Sudha Kongara, Balaji Mohan and Pushkar–Gayathri, who have directed some of the company's most well-known films.

The company's first release was Tamil cinema's first parody film Thamizh Padam (2010), which featured a predominantly new technical crew and a rookie star cast. The film became a commercial success, and became the first of many "new-wave cinema" projects that the production house chose to specialise in.[1] Subsequent successful production included Balaji Mohan's bilingual romantic comedy films, Kadhalil Sodhappuvadhu Yeppadi (2013) and Vaayai Moodi Pesavum (2014), with both films recognised by critics for their innovative narratives. Y NOT Studios also produced Vasanthabalan's period drama Kaaviya Thalaivan (2014), which focused on the competition between two theatre artistes in the 1930s and had a popular soundtrack composed by A. R. Rahman.

Y NOT Studios produced several profitable films from 2016 onwards, with Sudha Kongara's sports drama Irudhi Suttru (2016), being made in three different languages. Their next films, Pushkar–Gayathri's crime drama Vikram Vedha (2017) and Prasanna's comedy drama Shubh Mangal Savdhan (2017) were commercial successes.

History[edit]

2010–2015[edit]

Y NOT Studios was created by Chennai-based architect and entrepreneur S. Sashikanth in 2009. Having previously worked in films as an assistant art director, Sashikanth remained in contact with film personalities through his architectural work and became a close acquaintance of ad filmmaker C. S. Amudhan and cinematographer Nirav Shah. Looking to make his directorial debut, Amudhan pitched film scripts in three genres for Y NOT Studios: a road film, a period film and a spoof film, with the latter later materialising as the studio's first film, Thamizh Padam (2010), Tamil cinema's first spoof film.[2][3]

Featuring a relatively new technical crew and a rookie cast led by Shiva, Sashikanth opted to sell the film to Dayanidhi Azhagiri's Cloud Nine Movies to ensure it received a wide release. Told in satirical fashion spoofing popular Tamil films and celebrities, the film narrated the tale of a young man looking to reunite with his long-lost family while tackling the criminalities of a notorious gangster. Upon release, the film received critical acclaim en route to becoming one of the box office successes of the year in Tamil Nadu. Rediff.com called the film a "must watch", while Sify.com labelled the film as a "rollicking comedy" and gave particular praise for Shiva's performance and the director's script and dialogues.[4][5] The studio's next film, Va (2010) by director duo Pushkar–Gayathri, earned positive reviews but did not perform well at the box office. Telling the tale of a man hunting for liquor on a dry day in Chennai before leaving to Saudi Arabia, the film was completely shot within the city and was again distributed with the assistance of Cloud Nine Movies.[6][7]

The studio next produced Balaji Mohan's Kadhalil Sodhappuvadhu Yeppadi (2012), which was simultaneously made in Telugu as Love Failure (2012), and both films opened to critical and commercial acclaim.[8] After being impressed with a short film version released on YouTube by Balaji, Sashikanth approached him and opted to co-produce a full length feature of the script along with the film's lead actor Siddharth.[9][10] In their review of the film, Rediff.com praised the team's innovative style of film-making noting that "the story is told in a slightly new format" and that "the script is simple yet meaningful".[11]

The success of their first collaboration prompted Y NOT Studios to produce Balaji's next bilingual project, the comedy drama Vaayai Moodi Pesavum (2014) starring Dulquer Salmaan and Nazriya, which was shot in Tamil and Malayalam. The film narrated the tale of a fictional hill station which is hit with a virus that causes people to lose the power of speech, with the second half of the film being predominantly a silent film.[12] The film also opened to positive reviews, with a critic from Rediff.com writing it was "a totally new concept coupled with the director’s unique narrative style and a screenplay loaded with satire and comedy, that makes Vaayai Moodi Pesavum, a thought-provoking and thoroughly enjoyable film", concluding it was "definitely a must watch".[13][14] After the release of the film, Behindwoods.com remarked that Y NOT Studios regularly "associated themselves with gutsy new-wave cinema".[15]

The company's next release was Vasanthabalan's historical drama Kaaviya Thalaivan (2014), which narrated the tale of two stage actors who compete for roles, love, and the future of India during its quest for independence. Featuring Siddharth and Prithviraj in the lead roles and with music composed by A. R. Rahman, it became Y NOT Studios's biggest production till date. Kaaviya Thalaivan was announced in September 2012 and research work for the final script was carried out for nearly a year wherein facts, references and whereabouts were collected from veteran theatre artists across Tamil Nadu. Vasanthabalan was inspired to write the film's script after discovering more about Tamil stage actors from the 1930s and adapted real-life events from the lives of T. K. Shanmugam, K. B. Sundarambal, and S. G. Kittappa. Filming took a further year, before it had a theatrical release in November 2014.[16][17] Despite opening to positive reviews and winning critical acclaim, it performed poorly at the box office, with trade pundits blaming the time of release. Notwithstanding its relatively modest commercial performance, the film later won ten Tamil Nadu State Film Awards for 2014, including awards for Best Actor, Best Music Director and Best Cinematography.[18][19]

2016–present[edit]

From 2016 onwards, Y NOT Studios continued to contribute towards making "new wave films" in the Tamil film industry and experienced commercial success. The company collaborated with director Sudha Kongara, actor Madhavan, and debutante actress Ritika Singh to produce a bilingual sports drama film titled Irudhi Suttru (2016) in Tamil and Saala Khadoos (2016) in Hindi, which told the story of a boorish boxing coach taking on a rebellious young woman from a fishermen colony as his new student.[20] With a publicity budget of 9 crore rupees, the promotions for the films were described by The Hindu to be "unlike other film promotions in the South", considering that most film teams in the Tamil film industry do not usually tour around the state publicising their project.[21] Before the release of the film, the team held several screenings to select Hindi and Tamil audiences and edited the film accordingly to the taste of the audiences.[22] Irudhi Suttru opened to positive reviews, with a critic from Sify.com stating that the film was "a perfect sports drama, which should not be missed" and added that "this inspirational effort has a superb screenplay with all the typical elements of a good sports film in place", while Rediff.com agreed that the film was "not to be missed", adding "its refreshing characters, enjoyable plot, great music and visuals keeps you hooked".[23][24] Following the success of the film, Sudha Kongara remade the film in the Telugu language as Guru (2017) with Venkatesh in the lead role alongside Ritika Singh.[25]

Irudhi Suttru was later screened at the 29th Tokyo International Film Festival during October 2016 and was then also selected to be a part of the Indian Panorama section at 47th International Film Festival of India. It went on to win a National Film Award for Ritika Singh; three Filmfare Awards for Best Director, Actor and Actress; as well as Best Picture at the South Indian International Movie Awards and the IIFA Utsavam.[26][27]

Y NOT Studios' next release was the crime drama Vikram Vedha (2017), where they collaborated again with duo Pushkar–Gayathri. Having been in talks with the duo since their previous joint venture in 2010, Sashikanth confirmed that pre-production work was ongoing by early 2015 and revealed that the film would tell the tale of an encounter cop and his pursuit of a gangster.[28][29] The directors revealed that the story for the film was inspired by the Indian meta-folktale Baital Pachisi (Vedhala Kadhai in Tamil), with the characterisation of King Vikramadithyan and the celestial spirit Vedhalam derived from that plot.[30][31][32] Actors Madhavan and Vijay Sethupathi were signed to portray titular characters, with filming beginning in November 2016 and progressing for five months.[33][34]

Vikram Vedha opened to positive reviews from critics and audiences, with critic Manoj Kumar of The Indian Express labelling it as "by far the best film to release in Tamil this year so far" adding readers "not to miss the film".[35][36] The Hindustan Times's Karthik Kumar called it "a film to remember", "a must watch" and "path-breaking", while adding "not only is the film entertaining from start to finish, it’s equally engaging and it succeeds in piquing the intellect of audiences like no recent Tamil film".[37] The film was a commercial success, becoming the second highest grossing Tamil film of the year after Baahubali 2 (2017) at the time of its release.[38] Made at a budget of 11 crore rupees, the film grossed ten crores in Tamil Nadu alone within the first weekend, earning seventeen crores worldwide.[39] Within a week of its release, the film had grossed over forty crores worldwide and performed especially well in the United States.[40][41][42]

Y NOT Studios achieved further commercial success with R. S. Prasanna's Hindi comedy drama Shubh Mangal Savdhan (2017), which was co-produced in association with Colour Yellow Productions and Eros International. A remake of the successful Tamil film Kalyana Samayal Saadham (2013), the film narrates the story of an arranged marriage which becomes threatened by the groom's potential erectile dysfunction and stars Ayushmann Khurrana and Bhumi Pednekar in the lead roles. The company had earlier planned to produce the film in Hindi during 2014 with Thirukumaran Entertainment and Abi & Abi Pictures, but problems with casting meant that production was postponed and the film was later sold to different production houses.[43] The film opened in September 2017. Critics praised the screenwriting and the approach the filmmaker took in subtly narrating a taboo subject with humour.[44][45] At the box office, the film outperformed other high-profile films released during the same period.[46]

In late July 2017, Y NOT Studios announced that they had begun production work on Thamizh Padam 2.0 by C. S. Amudhan, which would be a sequel to their first production. Sashikanth had requested Amudhan to work on the film during November 2016, following which the director completed the scripting process.[47][48]

Productions[edit]

Films that have not yet been released Denotes films that have not yet been released
No Year Language Film Actors Director Ref(s)
1 2010 Tamil Thamizh Padam Shiva, Disha Pandey C. S. Amudhan [49][a]
2 2010 Tamil Va Shiva, Lekha Washington, Charan Sripathi Pushkar–Gayathri [51]
3 2012 Tamil Kadhalil Sodhappuvadhu Yeppadi Siddharth, Amala Paul Balaji Mohan [52][b]
4 2012 Telugu Love Failure Siddharth, Amala Paul Balaji Mohan [55][b]
5 2014 Tamil Vaayai Moodi Pesavum Dulquer Salmaan, Nazriya Balaji Mohan [56][c]
6 2014 Malayalam Samsaaram Aarogyathinu Haanikaram Dulquer Salmaan, Nazriya Balaji Mohan [60][c]
7 2014 Tamil Kaaviya Thalaivan Siddharth, Prithviraj, Vedhika, Anaika Soti Vasanthabalan [61][c]
8 2016 Tamil Irudhi Suttru Madhavan, Ritika Singh, Mumtaz Sorcar Sudha Kongara [62][d]
9 2016 Hindi Saala Khadoos Madhavan, Ritika Singh, Mumtaz Sorcar Sudha Kongara [64][e]
10 2017 Telugu Guru Venkatesh, Ritika Singh, Mumtaz Sorcar Sudha Kongara [66]
11 2017 Tamil Vikram Vedha Madhavan, Vijay Sethupathi, Shraddha Srinath Pushkar–Gayathri [67]
12 2017 Hindi Shubh Mangal Savdhan Ayushmann Khurrana, Bhumi Pednekar R. S. Prasanna [44][f]
13 2018 Tamil Tamizh Padam 2 Shiva, Iswarya Menon C. S. Amudhan [68]
14 2019 Tamil Game Over dagger Taapsee Pannu Ashwin Saravanan
15 2019 Telugu Game Over dagger Taapsee Pannu Ashwin Saravanan
16 2019 Tamil Aelay dagger Samuthirakani, Manikandan Halitha Shameem
Films distributed

In addition to the films produced by Y NOT Studios since 2010, the following films from other banners were distributed by the company:[69]

References[edit]

  1. ^ "An interview with producer S.Sashikanth of Y NOT Studios". Behindwoods.com. Retrieved 18 September 2017.
  2. ^ http://www.thehindu.com/features/cinema/funny-once-more/article6688970.ece
  3. ^ "Why Not?". The Hindu. Retrieved 19 September 2017.
  4. ^ "Review :". Sify.com. 29 January 2010. Retrieved 19 September 2017.
  5. ^ "Review: Thamizh Padam is a rip-roaring spoof - Rediff.com Movies". Rediff.com. 1 February 2010. Retrieved 19 September 2017.
  6. ^ "On a high - Va, Quarter Cutting". The Hindu. 6 November 2010. Retrieved 19 September 2017.
  7. ^ "Va Quarter Cutting could have been funnier - Rediff.com Movies". Rediff.com. 5 November 2010. Retrieved 19 September 2017.
  8. ^ "Love Failure goes viral - The Times of India". Articles.timesofindia.indiatimes.com. 17 January 2012. Retrieved 3 May 2014.
  9. ^ "Future Stock". The Hindu. Retrieved 19 September 2017.
  10. ^ "Short, succinct & successful". The Hindu. 4 August 2013. Retrieved 19 September 2017.
  11. ^ "Review: Love Failure is refreshing - Rediff.com Movies". Rediff.com. 20 February 2012. Retrieved 24 September 2017.
  12. ^ Share on FacebookShare on Twitter. "Vaayai Moodi Pesavum Movie Review, Trailer, & Show timings at Times of India". Timesofindia.indiatimes.com. Retrieved 24 September 2017.
  13. ^ "Review: Vaayai Moodi Pesavum is a total entertainer - Rediff.com Movies". Rediff.com. 25 April 2014. Retrieved 19 September 2017.
  14. ^ Share on FacebookShare on Twitter. "Vaayai Moodi Pesavum Movie Review, Trailer, & Show timings at Times of India". Timesofindia.indiatimes.com. Retrieved 19 September 2017.
  15. ^ "An interview with producer S.Sashikanth of Y NOT Studios". Behindwoods.com. Retrieved 19 September 2017.
  16. ^ "'Kaaviya Thalaivan' - packed with 7 National Award winners". Behindwoods. 3 March 2014. Retrieved 5 April 2014.
  17. ^ "Who inspired Vasantha Balan to make Kaaviya Thalaivan?". Only Kollywood. 19 May 2014. Retrieved 24 September 2017.
  18. ^ "Tamil cinema goes national". The Hindu. 10 January 2015. Retrieved 18 September 2017.
  19. ^ "Full list of the Tamil Film Awards from 2009-2014 announced by the TN govt". The Hindu. 14 July 2017. Retrieved 24 September 2017.
  20. ^ "Madhavan to do a film for YNot studios". Behindwoods.com. 2 May 2014. Retrieved 12 August 2015.
  21. ^ "A gentleman and an actor - Madurai". The Hindu. 7 January 2016. Retrieved 28 January 2016.
  22. ^ "Celebrities at 'Irudhi Suttru' Premiere". IndiaGlitz.
  23. ^ "Review: Irudhi Suttru is not to be missed". Rediff. 29 January 2016.
  24. ^ "Review : Irudhi Suttru review". Sify.
  25. ^ "My next film would be on an escapist subject". Times of India.
  26. ^ "Madhavan overwhelmed with response to 'Irudhi Suttru' in Tokyo". The New Indian Express. 5 November 2016. Retrieved 18 September 2017.
  27. ^ "Baahubali and Sultan starring Salman Khan to be screened at IFFI 2016". The Indian Express. 29 October 2016. Retrieved 18 September 2017.
  28. ^ "Tamil cinema goes national". The Hindu. 10 January 2015. Retrieved 11 September 2017.
  29. ^ "From Indian pizzas in San Francisco to bhangra competitions in Boston". Thereel.scroll.in. 22 June 2017. Retrieved 11 September 2017.
  30. ^ Karthik Kumar (15 February 2016). "After Boxing Coach, Madhavan to Play an Encounter Specialist". The Quint. Retrieved 21 November 2016.
  31. ^ "Vijay Sethupathi, Madhavan's film is based on Vikramathithan Vethalam". Timesofindia.indiatimes.com. 17 February 2016. Retrieved 21 November 2016.
  32. ^ Sruthi Ganapathy Raman. "Interview: Director Gayathri Pushkar about her upcoming film 'Vikram Vedha' starring Madhavan". :. Retrieved 11 September 2017.
  33. ^ "Vijay Sethupathi plays an aged gangster?". Sify.com. Retrieved 11 September 2017.
  34. ^ "Madhavan-Excited about his look in `Vikram Vedha`". Sify.com. Retrieved 11 September 2017.
  35. ^ https://silverscreen.in/tamil/news/vikram-vedha-after-films-release-many-wanted-a-sequel-says-director-gayathri/
  36. ^ Ggoutham (21 July 2017). "Vikram Vedha movie review: Don't miss this thriller starring Madhavan, Vijay Sethupathi". The Indian Express. Retrieved 11 September 2017.
  37. ^ "Vikram Vedha movie review: Madhavan, Vijay Sethupathi thriller is a film to remember | movie reviews". Hindustan Times. Retrieved 11 September 2017.
  38. ^ "Madhavan opens up on 'Vikram Vedha's success". The News Minute. 7 August 2017. Retrieved 11 September 2017.
  39. ^ "Vikram vedha collects Rs 10 crores and Meesaya Murukku Rs 5 crores 60 lakhs in first weekend in Tamil Nadu - Tamil Movie News". IndiaGlitz. Retrieved 11 September 2017.
  40. ^ "R Madhavan to be guest of honour at I-Day event in US : Celebrities, News - India Today". Indiatoday.intoday.in. 7 August 2017. Retrieved 11 September 2017.
  41. ^ "Madhavan-Vijay Sethupathi's Vikram Vedha becomes highest grossing film in US : Regional cinema, News - India Today". Indiatoday.intoday.in. 30 July 2017. Retrieved 11 September 2017.
  42. ^ "Is Vikram Vedha going to Bollywood?". The New Indian Express. 29 July 2017. Retrieved 11 September 2017.
  43. ^ "A wedding feast in Hindi". The Hindu. Retrieved 18 September 2017.
  44. ^ a b "Shubh Mangal Savdhaan review: Cinema of small things". The Hindu. 1 September 2017. Retrieved 18 September 2017.
  45. ^ "Shubh Mangal Saavdhan Movie Review: Keep it up! - Entertainment". Mid-day.com. Retrieved 18 September 2017.
  46. ^ "Box office day 2: Shubh Mangal Saavdhan makes a dent in Simran, Lucknow Central's business | bollywood". Hindustan Times. Retrieved 18 September 2017.
  47. ^ "Yes, Tamizh Padam 2.0 is coming! | Tamil Movie News - Times of India". Timesofindia.indiatimes.com. 30 July 2017. Retrieved 24 September 2017.
  48. ^ "Director CS Amudhan announces Tamil Padam 2.0 with Mirchi Shiva". The Indian Express. 1 August 2017. Retrieved 18 September 2017.
  49. ^ Friday Review. "Laugh away your blues - Tamizh Padam - MADS". The Hindu. Retrieved 18 September 2017.
  50. ^ "Small not always successful". The Hindu. Retrieved 18 September 2017.
  51. ^ "Cut and dried". The Hindu. 13 November 2010. Retrieved 18 September 2017.
  52. ^ "Kadhalil Sodhapuvadhu Yeppadi: Simple is beautiful". The Hindu. Retrieved 18 September 2017.
  53. ^ "Ayngaran International". Ayngaran.com. Retrieved 18 September 2017.
  54. ^ "Siddarth turns producer with Love Failure". Apnewslive.com. Retrieved 18 September 2017.
  55. ^ "Love Failure: The zing thing". The Hindu. Retrieved 18 September 2017.
  56. ^ "Vaayai Moodi Pesavum: When speech is banned". The Hindu. Retrieved 18 September 2017.
  57. ^ Share on Twitter (19 November 2014). "Why Ragini's name is dragged in Trisha's engagement rumours? - Times of India". Timesofindia.indiatimes.com. Retrieved 18 September 2017.
  58. ^ Updated, Gayathry (15 April 2014). "Dulquar Salman Becomes A Salesman!". Filmibeat. Retrieved 18 September 2017.
  59. ^ "Siddharth-Prithviraj's 'Kaaviya Thalaivan' Official Teaser Released". Ibtimes.co.in. 13 June 2014. Retrieved 18 September 2017.
  60. ^ "Samsaaram Aarogyathinu Haanikaram Review - Malayalam Movie Samsaaram Aarogyathinu Haanikaram nowrunning review". Nowrunning.com. 28 April 2014. Retrieved 18 September 2017.
  61. ^ "Kaaviya Thalaivan: a great premise that doesn't fulfill its potential". The Hindu. 28 November 2014. Retrieved 18 September 2017.
  62. ^ "Irudhi Suttru: A heart-warming boxing drama". The Hindu. Retrieved 18 September 2017.
  63. ^ a b "Tamil Irudhi Suttru (aka) Iruthi Suttru Movie Preview cinema review stills gallery trailer video clips showtimes - IndiaGlitz Tamil". Indiaglitz.com. Retrieved 18 September 2017.
  64. ^ "Saala Khadoos fails to rise above clichés". The Hindu. Retrieved 18 September 2017.
  65. ^ "'Saala Khadoos' is going to be a landmark film of 2016: R Madhavan". Firstpost.com. Retrieved 18 September 2017.
  66. ^ "Guru review: An absorbing sports drama". The Hindu. 31 March 2017. Retrieved 18 September 2017.
  67. ^ "'Vikram Vedha' review: Grey matter". The Hindu. 21 July 2017. Retrieved 18 September 2017.
  68. ^ Chakraborty, Sanjana (31 August 2017). "Weekend Watch: 'Shubh Mangal Saavdhan', 'Baadshaho', 'Puriyadha Puthir', 'Paisa Vasool' And More". Silverscreen.in. Retrieved 18 September 2017.
  69. ^ "'Enakkul Oruvan' from March 6". Sify.com. Retrieved 18 September 2017.

Footnotes[edit]

  1. ^ The film was co-produced with Cloud Nine Movies.[50]
  2. ^ a b The film was co-produced with Etaki Entertainment.[53][54]
  3. ^ a b c The film was co-produced with Radiance Media Group.[57][58][59]
  4. ^ The film was co-produced with Thirukumaran Entertainment and UTV Motion Pictures.[63]
  5. ^ The film was co-produced with Rajkumar Hirani Films and UTV Motion Pictures.[65]
  6. ^ The film was co-produced with Colour Yellow Productions and Eros International.[63]

External links[edit]