>Deepakkarthikeyen at 19:35, 3 June 2021

2021-06-03T19:35:10Z

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{{Use dmy dates|date=April 2014}}
{{Use Indian English|date=April 2014}}
{{short description|2014 film directed by Anil Krishnan and Srihari Prabharan}}
{{Infobox film
| name = Idhuvum Kadandhu Pogum
| image = Idhuvum Kadandhu Pogum.jpg
| caption = Release poster
| director = [[Anil Krishnan]] Srihari Prabaharan
| producer = [[M. Saravanan (film producer)|M. Saravanan]] [[M. S. Guhan]] Aruna Guhan Aparna Guhan
| writer = Srihari Prabaharan
| starring = [[Shivaji Dev]] Shilpa Bhatt [[Ravi Raghavendra]] Anusha Varma
| music = Umashankar Kannaiyan
| cinematography = Saleem Bilal
| editing = Anil Krishnan
| studio = [[AVM Productions]]
| distributor =
| released = {{Film date|df=y|2014|04|14}}
| runtime = 53 minutes
| country = India
| language = Tamil
| budget =
| gross =
}}

'''''Idhuvum Kadandhu Pogum''''' ({{trans|This Too Shall Pass}}) is a 2014 Indian [[Tamil language|Tamil]]-language [[Drama (film and television)|drama film]] directed by the debutants [[Anil Krishnan]] and Srihari Prabaharan. The story and screenplay were written by the latter. The film stars [[Shivaji Dev]], Shilpa Bhatt, [[Ravi Raghavendra]] and Anusha Varma. The film's plotline is about finding a ray of light amidst a cloud of gloom and depression.<ref>{{Cite news |last=Malini Mannath |url=http://indulge.newindianexpress.com/made-in-madras-22/chennai/9123 |title=Made in Madras: Digital start |date=11 April 2014 |work=[[Indulge]]; [[The New Indian Express]] |archive-url=https://web.archive.org/web/20140416192038/http://indulge.newindianexpress.com/made-in-madras-22/chennai/9123 |archive-date=16 April 2014}}</ref>

The film was produced by the twin sisters Aruna Guhan and Aparna Guhan under [[AVM Productions]]. Filmed by Saleem Bilal and edited by Anil Krishnan, the film features music by Umashankar and lyrics written by Manivannan and Sathyaseelan Rajendran. It is touted to be the first Indian studio-backed film to be made exclusively for the Internet.<ref name="TH3" /> Made as a [[direct-to-stream]] video, the film was released in [[YouTube]] on 14 April 2014, which marks the [[Tamil New Year|New Year]] in [[Tamil calendar]] and the birthday of [[Dr. B. R. Ambedkar]].

== Plot ==
The film starts off on a tragic note and travels back and forth to then and now. Gautam ([[Shivaji Dev]]), a young man in his late twenties, and his fiancée in the U.S., Ramya (Shilpa Bhatt), exchange endearments at midnight little aware of the disaster that is to strike in a few hours. The next morning, he finds out that she has met with an accident and succumbed to her injuries. It isn’t easy for Gautam to come out of the trauma that hits him hard.

== Cast ==

* [[Shivaji Dev]] as Gautam
* [[Ravi Raghavendra]] as Kumar, Gautam's father
* Shilpa Bhatt as Ramya
* Anusha Varma as Divya
* Berkin Johns as Mani, Gautam's brother
* Anjali Aneesh Upasana as Deepika
* Ashok Pandian as Ramya's father
* Anu Chandrasekaran as the gynecologist

== Production ==
Established by [[A. V. Meiyappan]] in 1945, [[AVM Productions]] is one of the oldest surviving film studios in [[Asia]].<ref name="BL1" /> Twins Aruna Guhan and Aparna Guhan, the great granddaughters of Meiyappan and the fourth generation scions of [[AVM Productions]] (their production house), were interested in film production.<ref name="TET" /> For their first production venture, they went through several scripts for more than six months but were not satisfied with them.<ref name="BL" /> When they saw ''Kasappu Inippu'' (Bitter Sweet), a ten-minute short film on YouTube, they were impressed.<ref name="BL" /><ref name="TH1" /> The short was directed by Srihari Prabaharan, a software engineer working for [[Wipro]].<ref name="TET" /> The sisters invited him to narrate a script which they eventually liked.<ref name="BL" /> They settled for the story line as they felt it was simple, yet strong and poignant. Thus, they zeroed in on the debutant directors Srihari and his friend [[Anil Krishnan]].<ref name="TH1" /><ref>{{Cite news |url=http://cinema.dinamalar.com/tamil-news/15653/cinema/Kollywood/AVMs-Idhuvum-Kadanthu-Poogum.htm |title=ஏ.வி.எம்.,ன் புதிய முயற்சி இதுவும் கடந்து போகும்! (AVM's new initiative: Idhuvum Kadandhu Pogum) |date=22 November 2013 |work=[[Dinamalar]] |archive-url=https://web.archive.org/web/20140920165827/http://cinema.dinamalar.com/tamil-news/15653/cinema/Kollywood/AVMs-Idhuvum-Kadanthu-Poogum.htm |archive-date=20 September 2014 |language=Tamil}}</ref>

{{Quote box|width=30%|align=right|quote="It is a subject young people can relate to. It’s in the kind of situation where you feel you have lost something or you feel low. It gives you a message. It teaches you to move on in life." |source= — Aparna about the film's theme.<ref name="BL" />}}
A "feel-good movie", the film deals with the "vicissitudes of emotions involving love".<ref name="TH2" /><ref name="TNIE" /> Aruna revealed in an interview that it was a story about finding hope. The film was hence titled ''Idhuvum Kadandhu Pogum'' which roughly translates to ''Even This Will Pass''. The film, which has a runtime of about 55 minutes, was meant to last between 45 minutes and an hour as the directors felt that anything longer will make it drag. Shying away from stretching the film any longer, Aparna disclosed, "[...] If you drag it a little more, if you try to make it two-and-a-half hours or three hours, you will lose the essence of the story."<ref name="BL" />

Apart from the twins, the credits for production is shared by [[M. Saravanan (film producer)|M. Saravanan]] and [[M. S. Guhan]], their grand father and father respectively.<ref name="BL" /> It is the 177th film to be produced by AVM.<ref name="TH1" /><ref>{{Cite web |url=http://www.indiaglitz.com/avms-next-to-release-in-youtube-tamil-news-105330 |title=AVM's next to release in Youtube |date=26 March 2014 |work=IndiaGlitz}}</ref> Realizing that they have fans across the world, they planned to create content for the online platform as they felt Internet was a strong medium to connect with fans.<ref name="TOI" /> The film exclusively targets the Internet audience and marks AVM's foray into the digital domain with "net flicks".<ref name="TOI" /><ref name="IBN" /> It is the first studio-backed short film made exclusively for the Internet.<ref name="TH3" /><ref name="BL1" /> Speaking of the motive behind releasing the film on the internet, Aruna felt that internet was a medium which needs to be harnessed properly and expressed hope that this would go a long way in achieving it. She was quoted saying, "This may be an experimental effort, but we perceive the internet as a medium of the future."<ref name="TNIE" />

The entire cast and crew are made up of youngsters and newcomers.<ref name="TET" /> [[Shivaji Dev]], grandson of late yesteryear actor [[Sivaji Ganesan]], was chosen to play the protagonist.<ref name="TNIE" /> The film also features [[Ravi Raghavendra]] and Shilpa Bhatt in key roles.<ref>{{Cite news |last=Anupama Subramanian |url=http://www.deccanchronicle.com/131124/entertainment-kollywood/article/avm-enters-internet-medium-some-style |title=AVM enters Internet medium in some style |date=24 November 2013 |work=[[Deccan Chronicle]] |archive-url=https://www.webcitation.org/query?url=http%3A%2F%2Fwww.deccanchronicle.com%2F131124%2Fentertainment-kollywood%2Farticle%2Favm-enters-internet-medium-some-style&date=2014-04-17 |archive-date=17 April 2014}}</ref><ref>{{Cite news |url=http://cinema.maalaimalar.com/2014/03/26152703/avm-ithuvum-kadanthu-pogum-mov.html |title=ஏவி.எம் மின் இதுவும் கடந்து போகும் படம் ஏப்ரல் 14-ல் யூடியூப்பில் வெளியீடு (AVM's Idhuvum Kadandhu Pogum to release in YouTube on April 14) |date=26 March 2014 |work=[[Maalai Malar]] |archive-url=https://web.archive.org/web/20140920170429/http://cinema.maalaimalar.com/2014/03/26152703/avm-ithuvum-kadanthu-pogum-mov.html |archive-date=20 September 2014 |language=Tamil}}</ref> AVM tweeted through their official [[Twitter]] handle that Shivaji Dev was not allowed to sleep for more than 30 hours to get dark circles for his role.<ref>{{Cite web |url=https://twitter.com/ProductionsAvm/status/452796771681705984 |title=AVM Productions @ProductionsAvm |date=6 April 2014 |publisher=AVM Productions |medium=Twitter}}</ref> Beside producing, Aruna worked on the film's title design and was also the costume designer for the film.<ref>{{Cite news |last=Vishal Menon |url=http://www.deccanchronicle.com/131201/entertainment-kollywood/article/rise-new-generation |title=Rise of a new generation |date=1 December 2013 |work=Deccan Chronicle |archive-url=https://web.archive.org/web/20131201101829/http://www.deccanchronicle.com/131201/entertainment-kollywood/article/rise-new-generation |archive-date=1 December 2013}}</ref> Filming commenced and though it was expected to be wrapped up in five days, the shoot lasted 12 days. Although essentially a short feature film, the producers decided to go the whole hog, as they would have for a full-length movie, and did [[colour correction]], EFX and [[Qube Cinema|Qube]].<ref name="BL" /> After four months of production, the film was officially announced in November 2013.<ref name="TH2" /> The film was made on a shoe-string budget.<ref name="TNIE" /> It was initially estimated to cost about {{INR}} 10 lakhs.<ref name="BL" /> Following the completion of the film, an audit was conducted to estimate expenses and was found to be around {{INR}} 20 lakhs, as informed by sources close to AVM.<ref name="TET" /><ref name="TNIE" />

== Release ==
On 22 November 2013, the film was screened in AVM Studios in the presence of M. Saravanan, M. S. Guhan and veteran director [[S. P. Muthuraman]].<ref name="TNIE" /><ref>{{Cite news |last=MovieBuzz |url=http://www.sify.com/movies/avm-enters-online-with-short-film-news-tamil-nlxkTcaiigfsi.html |title=AVM enters online with short film |date=23 November 2013 |archive-url=https://web.archive.org/web/20140920171434/http://www.sify.com/movies/avm-enters-online-with-short-film-news-tamil-nlxkTcaiigfsi.html |archive-date=20 September 2014 |url-status=dead |work=[[Sify]]}}</ref> The producers announced they were targeting YouTube, [[Amazon.com|Amazon]], [[Netflix]] and other online portals to release the film.<ref name="IBN" /> The film was released in YouTube on 14 April 2014 coinciding with the [[Tamil New Year]]'s day. Though initially available for view only in India, the film was slated to be made available for the overseas market after a month.<ref name="TET" />

The producers revealed that while viewing online, the film will have two or three one-minute ads in between. The ads were sold through an auction.<ref name="TET" /> However, the video was found to have around seven ads with 15–30 seconds duration each.<ref>{{Cite web |url=http://www.medianama.com/2014/04/223-avm-productions-direct-to-internet-movie-youtube/ |title=On AVM Productions releasing direct-to-Internet movie on YouTube |last=Vikas SN |date=14 April 2014 |work=[[MediaNama]] |archive-url=https://web.archive.org/web/20140416195908/http://www.medianama.com/2014/04/223-avm-productions-direct-to-internet-movie-youtube/ |archive-date=16 April 2014}}</ref> While the film was first released on the internet, it will also be marketed for television.<ref name="BL" /><ref name="TOI" /> The production house will tie-up with satellite TV channels in a bid to recover the production cost.<ref name="TNIE" />

== Reception ==
In her review, Malathi Rangarajan of ''[[The Hindu]]'' wrote that with a story that has substance, a natural treatment and decent performances of the cast, the film should do well. She praised Dev for his performance stating he had shown he can pull both subdued and vociferous emotions with élan. She also added that Ravi Raghavendar gave a standout performance with his "excellent underplay". While hailing the spontaneity of the characters in their display of emotion, she was critical of the narrative and felt that a lag set in halfway through.<ref name="TH1" /> Writing for ''The Hindu'', Udhav Naig called the film "an optimistic tale of finding love again". Lauding that Shivaji Dev had delivered a dignified performance without melodrama, he also noted that the directors had demonstrated a good understanding of short film grammar by keeping the scenes tight. He also felt that the film has been made without a compromise and has a heart of its own.<ref name="TH3" />

== Accolades ==
S. P. Muthuraman, who found the film heart-warming, remarked that the performances of the cast were on par with those of experienced actors. Acclaiming Saleem Bilal for his "beautiful" cinematography, he also said that music was a strong point as it suited the mood throughout the film. In a hand-written letter of appreciation, actor [[Rajinikanth]] wrote that the film had traces of [[Balu Mahendra]] and [[Mani Ratnam]].<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=nvLg9sy-A9k |title=SP. Muthuraman & Superstar Rajini's view of Idhuvum Kadandhu Pogum |date=15 April 2014 |publisher=AVM Productions |medium=YouTube}}</ref> The film was officially selected for screening at the Madrid International Film Festival 2014 apart from receiving nominations in Best Cinematography (Saleem Bilal) and Best Costume (Aruna Guhan) categories.<ref>{{Cite web |url=http://www.madridinternationalfilmfestival.com/best-cinematography/ |title=Nominations 2014: Best Cinematography |publisher=Madrid International Film Festival |archive-url=https://web.archive.org/web/20140419001527/http://www.madridinternationalfilmfestival.com/best-cinematography/ |archive-date=19 April 2014 |access-date=19 April 2014}}</ref><ref>{{Cite web |url=http://www.madridinternationalfilmfestival.com/best-costume/ |title=Nominations 2014: Best Costume |publisher=Madrid International Film Festival |archive-url=https://web.archive.org/web/20140419000755/http://www.madridinternationalfilmfestival.com/best-costume/ |archive-date=19 April 2014 |access-date=19 April 2014}}</ref>

== References ==
{{reflist|1=3|refs=
<ref name="TH3">{{Cite news |last=Udhav Naig |url=http://www.thehindu.com/features/cinema/cinema-reviews/net-gain-for-short-film/article5918894.ece |title=Net gain for short film |date=16 April 2014 |work=The Hindu |archive-url=https://web.archive.org/web/20140416193729/http://www.thehindu.com/features/cinema/cinema-reviews/net-gain-for-short-film/article5918894.ece |archive-date=16 April 2014}}</ref>
<ref name="BL1">{{Cite news |last=Sibi Arasu |url=http://www.thehindubusinessline.com/features/blink/watch/coming-soon-to-a-website-near-you/article6245712.ece |title=Coming soon to a website near you |date=25 July 2014 |work=[[Business Line]] |archive-url=https://web.archive.org/web/20140920164641/http://www.thehindubusinessline.com/features/blink/watch/coming-soon-to-a-website-near-you/article6245712.ece |archive-date=20 September 2014}}</ref>
<ref name="TET">{{Cite news |last=Sangeetha Kandavel |url=http://articles.economictimes.indiatimes.com/2014-04-14/news/49126371_1_avm-productions-av-meiyappan-film-industry |title=Fourth Generation AVM producers to launch latest flick on youtube |date=14 April 2014 |work=[[The Economic Times]] |archive-url=https://web.archive.org/web/20140416192313/http://articles.economictimes.indiatimes.com/2014-04-14/news/49126371_1_avm-productions-av-meiyappan-film-industry |archive-date=16 April 2014}}</ref>
<ref name="BL">{{Cite news |last=N. Ramakrishnan |url=http://www.thehindubusinessline.com/news/4th-gen-avm-scions-into-film-production/article5452400.ece |title=4th Gen AVM scions into film production |date=12 December 2013 |work=Business Line |archive-url=https://web.archive.org/web/20140416192444/http://www.thehindubusinessline.com/news/4th-gen-avm-scions-into-film-production/article5452400.ece |archive-date=16 April 2014}}</ref>
<ref name="TH1">{{Cite news |last=Malathi Rangarajan |url=http://www.thehindu.com/features/cinema/entering-the-internet-fray/article5383291.ece |title=Entering the Internet fray |date=23 November 2013 |work=The Hindu |archive-url=https://web.archive.org/web/20131202223005/http://www.thehindu.com/features/cinema/entering-the-internet-fray/article5383291.ece |archive-date=2 December 2013}}</ref>
<ref name="TH2">{{Cite news |last=S. R. Ashok Kumar |url=http://www.thehindu.com/features/cinema/cinema-columns/shotcuts-dhanushs-next-in-hindi/article5379649.ece |title=Shotcuts: Net gain |date=22 November 2013 |work=The Hindu |archive-url=https://web.archive.org/web/20131203001508/http://www.thehindu.com/features/cinema/cinema-columns/shotcuts-dhanushs-next-in-hindi/article5379649.ece |archive-date=3 December 2013}}</ref>
<ref name="TNIE">{{Cite news |url=http://newindianexpress.com/cities/chennai/Age-old-AVM-to-venture-into-NET-flicks/2013/11/23/article1905558.ece |title=Age-old AVM to venture into net-flicks |date=23 November 2013 |work=The New Indian Express |archive-url=https://web.archive.org/web/20140115094925/http://www.newindianexpress.com/cities/chennai/Age-old-AVM-to-venture-into-NET-flicks/2013/11/23/article1905558.ece |archive-date=15 January 2014}}</ref>
<ref name="TOI">{{Cite news |last=M Suganth |url=http://articles.timesofindia.indiatimes.com/2013-11-30/news-interviews/44595972_1_music-label-web-series-kollywood |archive-url=https://web.archive.org/web/20131203150111/http://articles.timesofindia.indiatimes.com/2013-11-30/news-interviews/44595972_1_music-label-web-series-kollywood |url-status=dead |archive-date=3 December 2013 |title=Kollywood wakes up to online content |date=30 November 2013 |work=[[The Times of India]] |agency=TNN}}</ref>
<ref name="IBN">{{Cite news |url=http://ibnlive.in.com/news/avm-productions-releases-idhuvum-kadandhu-pogum-for-internet-users/435923-71-174.html |title=AVM productions releases 'Idhuvum Kadandhu Pogum' for internet users |date=24 November 2013 |work=[[CNN IBN]] |archive-url=https://web.archive.org/web/20140416193401/http://ibnlive.in.com/news/avm-productions-releases-idhuvum-kadandhu-pogum-for-internet-users/435923-71-174.html |archive-date=16 April 2014 |url-status=dead |agency=[[Indo-Asian News Service|IANS]]}}</ref>
}}

== External links ==
*{{IMDb title|3505060|Idhuvum Kadandhu Pogum}}
*{{YouTube|UstJCj5r2dw|Idhuvum Kadandhu Pogum}}
*{{YouTube|user=moviesAVM|AVM Productions}}

{{AVM Productions |state=collapsed}}

[[Category:2010s Tamil-language films]]
[[Category:2014 films]]
[[Category:AVM Productions films]]
[[Category:Indian direct-to-video films]]
[[Category:Indian films]]
[[Category:Tamil-language films]]
[[Category:2014 direct-to-video films]]

Idhuvum Kadandhu Pogum - Revision history

>Deepakkarthikeyen at 19:35, 3 June 2021