'2018' is the first-ever Malayalam film to enter the ₹200-crore club, while 'Romancham' became a surprise hit by collecting ₹50 crore.
Malayalam films in the first half of 2023. (Supplied)
More than 160 Malayalam movies have hit the screens till June-end in Kerala.
Indeed, there has been an overflow of films in theatres since the beginning of this calendar year as the shootings were put on hold and the releases were postponed due to the Covid-19 restrictions and lockdowns. But now, a dull phase looms over Mollywood as it registered only two super hits since January 2023.
Surprisingly, even content-driven projects are not doing good business at the box office, as expected, as audiences have seemingly become choosy and are reluctant to visit the theatres if the films lack the wow factor.
A poster of ‘2018’. (Supplied)
2018 and Romancham have emerged as blockbusters in Mollywood this year.
In fact, 2018 is the first-ever Malayalam film to enter the ₹200-crore club, according to its producer.
Meanwhile, Romancham has become a sleeper hit by collecting ₹50 crore; it’s made with a budget of ₹2 crore.
Pranayavilasam, Madanolsavam, Pachuvum Athbutha Vilakkum, Sulaikha Manzil, and Neymar have managed to fare well at the box office.
Madhura Manohara Moham, released in June, has entered its third week of theatrical run, thanks to the word-of-mouth publicity.
Apart from these, the remastered version of Spadikam (1995) has made a decent job at the box office. The success of this Mohanlal-starrer has boosted the confidence among producers regarding the re-release of old films in the latest digital format.
#Spadikam4K Final Worldwide Boxoffice Collection!
Kerala – 3.15 CR+
ROI – 45 L+
Overseas – 1.34 CR+Total Gross – 4.94 CR!🔥👏#Mohanlal 😎 | #Spadikam pic.twitter.com/7KXKm7cw5D
— FDFS Reviews (@FDFS_Reviews) February 27, 2023
‘Madanolsavam’ was a hit at the box office. (Supplied)
“Of the past six months this calendar year, we made profits in the initial three months and incurred losses in the next three months. In January-February, theatres witnessed a good time due to Romancham,” averred Anoop Naroor, the director of Aura Cinemas, a Kannur-based multiplex chain.
“In April-May, some of the exhibitors did an okayish business as Madanolsavam evoked a good response from audiences. Nevertheless, theatres that didn’t screen the flick incurred losses,” he noted.
But then, the money collected can’t be termed profits but a relief for the losses we incurred much earlier, Anoop Naroor hastened to add.
5 months of Malayalam Cinema..
We had 1 ATBB + HIGHEST GROSSER OF ALL TIME (#2018Movie)…
1 MEGA BLOCKBUSTER (#Romancham)..
4 Average grossers (#Pachu, #Madanolsavam, #Neymar, #PranayaVilasam)..
85 movies bombed in the Box Office..!!post-August is STRONG 🔥🤞
— AB George (@AbGeorge_) June 7, 2023
‘Pachuvum Athbutha Vilakkum’ did good theatrical business. (Supplied)
After the Covid-19 lockdowns, theatres across the country are facing an existential crisis as there are reduced footfalls in the movie halls.
Earlier, a film used to be screened for 25-50 days in a theatre only if it gets average or above-average reviews. But now, it’s a thing of the past. Indeed, there are no average movies now, said Anoop Naroor.
“If a film works, it will be screened in cinema halls for as many days as possible. If it doesn’t work, it will be premiered on OTT platforms. This is a major challenge the industry is facing in recent times.”
First half of 2023 – Kerala Box Office total 296 movies released.
6 clean hits, #2018Movie (Industry Hit), #Romancham (Mega BB), #Pathan (BB), #PorThozhil (Super Hit), #JohnWick (Hit) & #Spadikam4K (Hit).
5 average movies.2nd Half looks promising with biggies. pic.twitter.com/KVIX6NiTbT
— Southwood (@Southwoodoffl) June 30, 2023
‘Sulaikha Manzil’ was a sleeper hit. (Supplied)
Earlier, before the emergence of OTT platforms, movies of all genres were released in theatres. But now, if the content is good and the project doesn’t demand a theatrical experience, filmmakers are going for OTT releases.
“Cinema halls won’t survive if filmmakers stop thinking about making projects that demand a theatrical experience,” Anoop expressed his concerns.
During a recent interaction with Ahammed Khabeer, the director of the Malayalam web series Kerala Crime Files, he also echoed the same sentiment.
“Audiences are visiting cinema halls only if they believe that a movie is worth watching on big screens. I don’t think films can’t be made as they were made earlier since theatres are witnessing fewer footfalls. At a time when people are not visiting theatres, filmmakers should seriously think and make movies that demand a theatrical experience,” Ahammed said.
‘Neymar’ has completed 50 days in theatres. (Supplied)
Promotion and marketing play a vital role in this internet era where social media rules the roost.
A debutant director, on the condition of anonymity, asserted that film promotions help make an impression on audiences and draw them to theatres. However, some producers, after striking a deal with OTT platforms, don’t spend money on promotions which, in turn, affects the theatre business.
Meanwhile, an industry expert revealed that 70-80 percent of Malayalam film promotions are done in the conventional way of pasting posters and this needs to be changed.
“It’s high time that the filmmakers adopted new strategies to reach out to the audience. We can’t take the viewers for granted any more,” he observed.
“We can launch a campaign for a superstar’s film by screening the trailer in a theatre for free. Further, promo songs play a pivotal role in making audiences feel that the film is worth watching in cinema halls,” the industry expert suggested.
Meanwhile, the Film Exhibitors United Organisation of Kerala (FEUOK) recently decided not to cooperate with producers who won’t agree with the 42-day window period. The FEUOK warned that if a film is premiered on OTT within 42 days of its theatrical release, they will not exhibit the next film of the producer.
Mohammed Arshad, one of the partners in Cinematrix, a Kerala-based home theatre provider, revealed that their post-Covid sales went up by 50 percent as people are willing to wait for 30-40 days for the OTT premiere.
Against this backdrop, Mollywood is eagerly looking forward to reviving the box office.
As upcoming films like King of Kotha, Malaikottai Vaaliban, 18 Plus, Valatty, Voice of Sathyanathan, Aadujeevitham, Padmini, and Kannur Squad have already piqued the interest of audiences, the industry is hopeful of theatres bouncing back in the second half of the calendar year.
Well, let’s wait and watch!
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