AGS Entertainment on Its Biggest Venture Yet

In a landscape where South Indian cinema is reaching new heights, AGS Entertainment is poised to make its mark with its most ambitious project to date. “The Greatest of All Time” (“GOAT“), starring megastar Vijay, is the company’s 25th production.

Archana Kalpathi, CEO of Chennai, Tamil Nadu-based, AGS Entertainment and creative producer of “GOAT,” sat down with Variety to discuss this high-stakes venture, the company’s strategic vision, and her perspective on the current golden age of South Indian filmmaking.

The action thriller, directed by Venkat Prabhu (“Maanaadu”), features Vijay as an agent with Indian intelligence agency RAW (Research and Analysis Wing) entangled in a mission that spirals into a years-long saga. With its pan-Indian release strategy and significant overseas potential, GOAT represents a new frontier for AGS. “It’s a proper action entertainer,” Kalpathi reveals.

“There’s a mission that goes wrong, and then after many years, it comes back to haunt them, and [we see] how they solve the issue,” Kalpathi elaborates on the plot.

The film is generating significant buzz, partly due to reports that it’s one of Vijay’s last projects before he transitions to a full-time political career. This adds an extra layer of pressure for the production team. Kalpathi acknowledges the challenge: “Doing a film with a superstar, there is always this added pressure of performing well, because it is honestly really difficult to get a good film with a big star. The expectations and the bar is set so high. I had the same pressure for ‘Bigil’ [AGS’ 2019 hit also starring Vijay], so it is no different.”

AGS plans to release “GOAT” in Tamil, Hindi, and Telugu across approximately 5,000 screens in India. Kalpathi reveals that the overseas business for the film is expected to be substantial, with its value reaching “90% of the value of Tamil Nadu,” underscoring the global appeal of South Indian cinema. Six of the top 10 Indian grossers this year are from South India, led by “Kalki 2898 AD.” Vijay’s last release “Leo” was one of 2023’s biggest Indian hits with $74 million.

Over the past two decades, AGS Entertainment has established itself as a powerhouse in South Indian cinema. The company ventured into film production in 2006 with Susi Ganesan’s “Thiruttu Payale,” followed by “Santosh Subramaniam,” both of which were commercial successes. Its diverse portfolio includes films across various genres, from romantic action comedies like “Maasilamani” to period pieces such as “Madrasapattinam,” and critically acclaimed projects like Myshkin’s crime thriller “Yudham Sei.” Notable productions also include K. V. Anand’s “Maattrraan” starring Suriya, Atlee’s sports action film “Bigil” and the recent hit “Love Today.” Beyond production, AGS has also made significant strides in film distribution, bringing successful films like “Kandhakottai,” “Inidhu Inidhu,” “Mynaa,” and “Payanam” to audiences.

Looking beyond “GOAT”, AGS has a slate in development. This includes the Hindi-language remake of its hit romantic comedy “Love Today.” Directed by Pradeep Ranganathan, the Tamil-language film featured Ranganathan in his acting debut, Sathyaraj, Raadhika Sarathkumar, Yogi Babu, Raveena Ravi and Ivana in lead roles. The film followed two young lovers who are forced to exchange their phones for a day and the consequences of that. The film was produced for $605,000 and went on to gross $12 million. Discussions are ongoing for Chinese and Korean remakes, Kalpathi said.

AGS is teaming with Ranganathan again on “Dragon,” which Kalpathi describes as “a very fun college film, which caters to 18-30 year-olds, and it’s a slice-of-life genre.” “Thani Oruvan 2,” a sequel to AGS’ hit 2015 action-thriller, is also in the works.

Kalpathi emphasizes AGS’s focus on strong scripts: “Story is the superstar of any film. Without the script, you can’t do anything. Whatever packaging, star cast, nothing will help if the script is not right.”

That philosophy has led AGS to explore productions in other Indian languages, including Malayalam, Kannada and Marathi. Kalpathi explains the strategy: “If we feel that it’s a small story and a sweet story that can be done in four to five crores [$475,000-$600,000], it makes sense to do it in multiple languages.”

While primarily focused on theatrical releases, Kalpathi acknowledges the potential of streaming platforms for longer-form storytelling: “For stories that you can’t say in three hours or two hours 40 minutes, and that need, like, 12 or 13 hours, OTT [streaming] is an amazing medium to express or tell those stories.”

AGS is also expanding its exhibition business, focusing on renovating and potentially converting single-screen theaters in smaller towns of Tamil Nadu into multiplexes.

Reflecting on the current state of the industry, Kalpathi is optimistic: “We are, according to me, in one of the golden eras of South Indian cinema, with great stories being told.”

“GOAT” releases Sept. 5 worldwide.