Though in Tamil the nineties continued to be dominated by super stars there were enough sparks to herald changes to come.
Films like 'Vaigasi Poranthachu' and 'Eeramana Rojave' brought a new found freshness to romantic genre. The success of 'Vaigasi Poranthachu' was heard in Mumbai and the Tamil film was remade as 'I Love You' in Hindi with Prashanth himself in the lead.
This period also saw the emergence of young heroes like Vijay, Ajith and Prashanth who excelled in romance. The romantic heroes were working in tandem with the swashbuckling during this period. It will be interesting to note that all the mass action heroes of today were actually got introduced and made a mark as lover boys in the 90s. Vijay was in introduced in 'Naalaya Theerpu' in 1992. He had his first silver jubilee in the love story 'Poove Unakkaga' in 1996. He proved he has the star power only with another romantic film 'Kadhalukku Maiyathai' in 1997. 'Kushi' released in 2000 catapulted Vijay to the big league of actors. But he went on to be identified as an action hero.
Same story is with Ajith. 'Amaravathi' in 1993 introduced Ajith as an over-sensitive lover boy. Ajith had his first success with 'Aasai' in 1995. His first block buster was 'Kadhal Kottai' in 1996. Then with a string of romances like 'Kadhal Mannan', 'Amarkalam' and 'Kandukondain Kandukondain' Ajith became a big star in his own right. But he too preferred to take the route of Vijay.
The 90s also introduced Tamil audience to some peculiar love stories. 'Kadhal Kottai' in 1996 was love only via mails without seeing each other till the very end of the film. In 'Kalamellam Kadhal Vaazhga' in 1997 the pair loved through telephone and unites only at the end. In 'Idhayam' the hero doesn't declare his love for the heroine in spite of multiple chances given till the end. 'Sollamale' in 1998 had yet another bizarre story line. Livingston who is in love with Kausalya after gaining sympathy by lying he is dumb finally chops off his tongue to remain dumb.
While in the 90s Vijay and Ajith were on their way to mass stardom the chocolate lover boy Madhavan carefully avoided falling into the trap. He never swayed from what 'Alaipayuthey' made him out to be in 2000. He cleverly consolidated his chocolate lover boy image with city based films like 'Minnale' and remains with maximum female fan followers even after marriage.
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