Why Malayalam cinema struggles to make a pan-Indian impact despite big films
Malayalam cinema is often praised for its unique storytelling, relatable characters, and high-quality filmmaking. Despite its significant contributions to Indian cinema, it has struggled to achieve the same pan-Indian success as films from industries like Telugu, Tamil, or Kannada. While great movies have emerged from this region, like Ajayante Randam Moshanam (ARM) starring Tovino Thomas, Malayalam cinema faces certain barriers in expanding its reach outside Kerala.
High-Quality Films, Limited Audience
Malayalam cinema has consistently delivered films that are rich in narrative and artistry. Films like Premalu and Manjummel Boys have garnered critical acclaim within Kerala and have built a loyal fanbase among Malayali audiences. However, even these well-crafted movies haven’t managed to attract attention on a larger scale. While films from other regional industries have successfully crossed linguistic and cultural barriers, Malayalam cinema seems to be confined to a more regional audience.
Lack of Marketing and Distribution
One of the significant factors contributing to this limitation is the lack of aggressive marketing strategies. Telugu and Kannada films, such as Baahubali and KGF, succeeded in part because of the tremendous effort put into promoting them across India. These films were marketed as pan-Indian projects from the beginning, making them more accessible to audiences outside their native regions. In contrast, Malayalam films often receive recognition after their release on streaming platforms (OTT) rather than during their theatrical runs. This delayed recognition hampers their potential to become box-office successes on a national scale.
Moreover, this limited marketing has led to a reluctance among distributors to push Malayalam films in other language markets, even when dubbed versions are available. As a result, the films don’t get a chance to be showcased widely, thus limiting their reach.
Storytelling with Regional Focus
While Malayalam films are known for their relatable and nuanced storytelling, their strong regional focus often becomes a double-edged sword. The themes and characters may resonate deeply with Malayali audiences, but they sometimes fail to connect with a broader, non-Malayali audience. In contrast, films like Baahubali and KGF managed to appeal to viewers across India by telling universally appealing stories. These films succeeded in blending local elements with universal themes, creating a narrative that transcended regional boundaries.
Malayalam cinema has certainly experimented with various genres, from socially relevant dramas to fantasy and thrillers. However, the characterization and scale of these movies often remain restricted to a regional context, which limits their pan-Indian appeal.
Moving Toward a Pan-India Presence
Despite these challenges, Malayalam cinema has a strong foundation and the potential to break through on a national level. In fact, the first Indian 3D film, My Dear Kuttichathan, was a Malayalam movie that created a sensation across the country when it was released in 1984. This shows that Malayalam filmmakers have the creativity and capacity to captivate a larger audience.
Upcoming big-budget projects like L2: Empuraan, Kathanaar, and Tyson could be game-changers. With stars like Mohanlal and Prithviraj Sukumaran leading these ambitious projects, there is hope that Malayalam cinema will create a lasting pan-Indian impact. However, to achieve this, the industry needs to adopt better marketing strategies and broaden its storytelling approach while maintaining the unique essence of its films.
Read More: Best recent Malayalam movies to watch on OTT
