Vivegam, directed by Siruthai Siva and starring Ajith, Kajal Agarwal, Akshara Haasan, and Vivek Oberoi, released on August 24 to mixed reviews. Certain reviewers resorted to the use of uncivil language and ad hominem attacks targetted at those behind the film. Some of these reviews have gone on to create a stir on social media. Now, members of the Tamil film fraternity have taken to social media to respond to such reviews. Condemning the use of rude language, they have requested these new-age 'critics' to review films with professionalism, and respect the art and the work that has gone into creating it.

Director Vijay Milton of Goli Soda fame made his thoughts felt through a video in which he states that everyone makes a film with the intention of delivering a good product. He was reacting to one particular reviewer who said that the team behind Vivegam should feel embarrassed about the film.

Meanwhile, support continues to mount against such reviews which attack the cast and crew, in attempting to criticise the film. Director Thiru, of Theeradha Vilaiyattu Pillai and Naan Sigappu Manithan fame, tweeted that such criticism must not be called a review at all. He tweeted:

A film review that comes across as a personal attack on an actor, director, or screenwriter or a diatribe about a genre is a failed review.

— Thiru (@dir_thiru) August 26, 2017