I think we have reached a state in Tamil cinema where there is saturation of Madurai based movies. Well, it all started with Paruthiveeran. Even though, the movie is not shown to be Madurai based, the slang, the mannerisms etc were invariably followed by many movies that released later.
It was a period when the established stars were not having a great time. Masala entertainers were rubbished away by the people. The first one to break the cliché and bring back the 'grammathu manvasanai' after a long time was Paruthiveeran. Seeing its success, many directors felt if they can take rural based or Madurai centric themes, they can claim to be 'different' and success would thus follow. The first was 'Subramaniapuram'. The movie clicked with audience because of strong performance of characters. Then came a slew of Madurai-centric movies..All had few things in common:
1) The hero must appear like ruffian, with an ugly shirt, lungi and an unkempt beard.
2) The heroine should not be 'fair' and should always wear a pavadai-thavani
3) The comedian in these movies will mostly be Ganja Karuppu
4) There should be a temple thiruvizha and a song accompanying it
It is interesting that almost all the heroes of such movies follow the slang and accent of karthi.. "ennaa mama sowkiyama...". Even the recently released ones like Vamsam, Thoonganagaram irritated with such things. As a result, now the same rural based or Madurai -based theme which looked appealing is beginning to bite the dust. People are again switching back to commercial and meaningful entertainers. Directors have to realize that they cannot claim to be different only by taking rural themes. All that matters is the content and presentation