That all changed in 1956. The man who brought a rainbow to the Tamil screen was not a director or a hero, but a visionary producer and a magician of technology: .
For millions of Tamil cinema fans, the golden era of the 1950s and 60s evokes images of MGR’s gleaming belt buckles, Sivaji Ganesan’s expressive eyes, and Padmini’s flowing sarees. But for the first four decades of Tamil film history, all those stars and their lavish sets existed only in shades of grey, black, and white.
Sriramulu Naidu, known for his technical daring, decided to take the risk. He chose a classic tale from the Arabian Nights —a story of hidden treasure, magical caves, and swashbuckling adventure—perfect for a visual medium. Unlike the famous Technicolor process which required a special, heavy camera, Alibabavum 40 Thirudargalum was shot using Gevacolor . This was a Belgian colour film stock from the Gevaert company (later Agfa-Gevaert). Gevacolor was a single-strip colour negative process that was simpler to handle than Technicolor’s three-strip system, though it required meticulous lighting and exposure.
For the first time, they saw , emerald-green silks , golden lamps that actually looked golden, and blue skies inside a cave set. The climax, where boiling oil is poured into the jars hiding the thieves, was rendered in gruesome, vivid detail.
By the mid-1950s, a few experimental colour sequences had appeared in Tamil films. For instance, the 1952 film Mappillai featured a single song sequence in colour. But a full-length feature film? That was considered financially suicidal. Colour processing was costly, required special cameras, and theatres had to install additional carbon-arc lamps to project the film properly.
Alibabavum 40 Thirudargalum was a major commercial success. It ran for over 100 days in multiple centres—a "silver jubilee" hit. The novelty of colour, combined with MGR’s star power and the evergreen story, pulled crowds from villages and cities alike.
The songs, composed by (often confused with the producer, but a separate music director), became chartbusters, especially "Mottukku Morukkuthu" and "Muthai Kudutha Mannan" . Legacy: Did It Succeed? Critics and trade journals were nervous. Would the massive extra cost be recovered?
