Vijay began the new millennium with critically and commercially successful films such as "Kushi" and "Priyamanavale". The following year, he performed in three films: "Friends", "Badri" and "Shahjahan". All of which had a 100-day theatrical run. His subsequent films "Vaseegara" and "Pudhiya Geethai" did not do well at the box office. The success of his masala film "Thirumalai" (2003), where he was paired opposite Jyothika, changed his on-screen persona to that of an action hero. He appeared next as a kabaddi player opposite Trisha in Dharani's "Ghilli" (2004), which went on to become the most commercially successful Tamil film of the year. It was also the first Tamil film to earn 500 million (Indian rupees). His performance as a caring brother in the masala film "Thirupachi" (2005) earned him a second Tamil Nadu State Award. He continued to achieve commercial success with "Sivakasi" (2005) and "Pokkiri" (2007). Barring "Vettaikaaran" (2009), all of his subsequent releases from "Azhagiya Thamizh Magan" (2007), where he played dual roles for the first time in his career, to "Villu (2009") were average successes; and his 50th film, "Sura" (2010), was a commercial failure.