Guess why Duniya Vijay announced the launch of his home banner and a new film "Jayammana Maga" under it, by director Suri? Vijay said: "Titles like these are unique and have tremendous mass appeal. Only people like Suri can think of such titles so quickly. Once he suggested it, I immediately got it registered with the Karnataka Film Chamber of Commerce."

"We shall be launching the film in January 2012, in the new-year for a new beginning. I shall launch my banner in a unique way. We shall prove that the demand of the subject should be met."

Vijay is peeved that several producers do not understand the needs of a director. "When twenty horses are required, they ask us to manage with 20 donkeys. When we want to shoot at Leela Palace, they show a roadside tea-shop. This being the case, how can we expect grandeur and glamour in our films?" the actor demands to know.

Fed up of such attitude, Vijay decided to start his home production. "In most of the cases, I have advised producers to join hands in investing in a film. If two producers can come together, we can make a Rs. 6 crores Kannada film. Also, the range of profit will be quite strong, he observes.