Chithralaya

After making films for Venus Studios, in the early 1960s Sridhar founded Chithralaya to make the kind of films he wanted. The company's logo featured a boatman and a woman travelling on a boat with the tagline, "Kadal Alayil Engal Siriya Thoni, Kalai Ulagil Engal Pudhiya Baani".^[2] When discussing with his associates what should be the company's first film, Sridhar devised the story of Nenjil Or Aalayam but later decided the company's first film should not be a tragedy and devised the lighter Thennilavu.^[3] Thennilavu was a success at the box office,^[4] running in theatres for over 100 days.^[5] After the success of Thennilavu, Sridhar made Nenjil Or Aalayam, set completely in a hospital and became the first Tamil film to be shot entirely in single set.^[6] It also became a box-office success.^[7]

Chithralaya later produced Kadhalikka Neramillai, the first Tamil film in Eastmancolor with a contemporary setting.^[8] Though the film initially found no takers, forcing Chithralaya to distribute the film themselves, it became a major success.^[9] Gopu, one of the founders of the company, left after receiving more directorial offers.^[10] Sridhar's relative C. V. Rajendran was an assistant director in Chithralaya before making his directorial debut with Anubavam Pudhumai by a different studio.^[11] Thriveni was the only Malayalam film produced by Chithralaya.^[12] Uttharavindri Ulle Vaa, unlike Chithralaya's previous ventures, was only produced by Sridhar, and directed by debutant N. S. Chakravarthi.^[13][14] A magazine named after and run by Chithralaya was also founded.^[15][16] Many of Chithralaya's film posters were designed by Eswara Rao, among the most prolific poster designers in India.^[17]