| | 2013-05-31

Allu Arjun, Amala Paul, Catherine Teresa, Brahmanandam and others

Director - Puri Jagannath
Producer - Bandla Ganesh
Banner - Parameswara Art productions
Music - Devisri prasad

Director Puri Jagannadh has not been in best of his form in the recent times. He has been delivering half baked projects and his film's are mostly being saved by star power. Allu Arjun played the lead in Iddarammayilatho in which he does a character that shows his romantic as well as action side.

What is it about?

Sanju Reddy (Allu Arjun) is a rock star in Paris. He falls in love with Komali (Amala Paul), who is a classical singer. When everything is ready for their marriage in comes Shawar (Shawar Ali) and attacks Komali. Now Sanju is in hunt of Shawar. Meanwhile Akanksha (Catherine) knows about Sanju, Komali love story and has a soft corner on Sanju.


Allu Arjun is pretty impressive in this film. He has shown lot of maturity as an actor. His performance when Amala is being attacked is too good. He has done energetic dances and rocked in the fights. All in all it is an Allu Arjun's show. Amala Paul is fine as classical singer. She isn't a great looker and the director himself commented about it. However she can perform. Catherine is good looking but has to learn a lot about acting. She played typical Puri Jagan's heroine in this film. Brahmanandam is wasted and so is Ali. Tanikella Bharani and Nasser are alright. All the others suited their respective roles.

Music is nice. Devi Sri Prasad has given some peppy songs. Background score is trendy too. Dialogues written by Puri are good. There are few funny satires on media and women. Editing is alright. Cinematography is neat. Action episodes stand as the backbone of this film. Although most of the action scenes look similar, the fight where Allu Arjun stabs all the people is too good. The film has rich production values. Puri Jagannadh is still struggling to get his rhythm back. He used to score with racy screenplay and high entertainment value. Now those essential elements are completely missing.

Iddarammayilatho premise is not new. This film's story is similar to that of Ghajini with a twist in the tale. Screenplay is smooth in first half. Except for the fight scene before interval nothing is exciting. Second half is a damp squib. Only Top Lesipoddi infuses some energy and barring that it is just a big big yawn.
Songs, Fights and Allu Arjun's performance are the assets of this film. Poor script and direction played spoil sport. Puri Jagannadh did well to make this a stylized product, but he failed to pump in substance into it. It may please Allu Arjun's fans to some extent, but on a whole it disappoints film lovers. This is better than Puri's Neninthes and DCMs but not anywhere near Pokiris or Idiots.
This film's box office performance will depend on how mass audience respond. Allu Arjun has good following among family audiences but this film doesn't have anything that pleases them. Allu Arjun's crowd pulling capabilities will be put to test with this film.

Verdict: Iddarammayilatho - Not up to the mark.