The Rise and Challenges of Malayalam Cinema in the OTT Era
Malayalam cinema is often regarded as one of the best film industries in India and even worldwide. Based in Kerala, this industry is known for its strong storytelling, talented actors, and skilled technicians. Just like a hidden gem, even Rajamouli, Kamal Haasan, and Gautham Menon mentioned in a round table interview with Film Companion that they envy the writers and actors of the Malayalam industry and the content they produce. Malayalam films bring rich experiences to the audience. However, they primarily focus on low-budget filmmaking. A research paper indicates that there were more than 700 screens in operation in 2023. Nonetheless, their footfall was not as impressive compared to other South Indian industries like Telugu and Tamil. Despite this, they create good films marked by extraordinary creative brilliance, unique scripts, and remarkable actor performances. Unfortunately, the language barrier limited their reach.
The COVID-19 pandemic presented a significant challenge. Film productions ceased, theatres shut down, and the entire industry faced massive losses. During this turbulent time, OTT platforms emerged as a saving grace. Suddenly, films ready for release found a new home online. This shift opened up new avenues for filmmakers, allowing them to reach audiences far beyond Kerala. The introduction of these platforms significantly improved revenue for producers, bringing Malayalam films to an international stage.
Kerala is one of the most educated and developed states in India, making the Malayalam film industry, often called Mollywood, a significant contributor to the economy. It has produced many films that have won national and international awards, showcasing its creativity and technical skill. In fact, over a hundred Malayalam films are released each year, placing it as the fourth largest film industry in India after Bollywood, Kollywood, and Tollywood. However, their work had not reached beyond Kerala until the COVID-19 outbreak and the rise of the OTT era. The first Malayalam film, directed by JC Daniel, stands as a testament to the industry’s long-standing history, and today it offers livelihoods to many people in Kerala. With more than 700 theatres operational as of 2023 and many more under development, the film industry is truly an integral part of Kerala’s culture and economy.
The Impact of OTT Platforms
The Malayalam film industry has faced many hurdles over the years, such as the rise of television and the circulation of pirated and adult movie CDs. However, the COVID-19 pandemic posed a major challenge. With lockdowns in place, shooting activities and theatre openings came to a halt. Producers faced enormous financial losses, unable to release their completed films as theatres were closed for extended periods.
Fortunately, OTT platforms like Netflix, Amazon Prime, and Hotstar stepped in when filmmakers needed it most. Initially, the industry didn’t fully embrace these platforms, but producers soon recognized their potential. The film “Soofiyum Sujathayum,” produced by Vijay Babu, was the first Malayalam movie to be released directly on an OTT platform. It was a hit, proving that this new strategy could be profitable.
As audiences around the globe began watching Malayalam films, this opened up a whole new market. Movies like “Drishyam 2,” “Minnal Murali,” “Great Indian Kitchen,” and “Malik” gained widespread acclaim due to their availability online. OTT platforms became a vital source of revenue, helping producers recover from pandemic losses.
However, the rise of these platforms brings challenges as well. Once the initial excitement faded, OTT services began altering their rules. They started favouring films with popular stars and higher budgets while rejecting many independent productions. This shift had a significant impact on smaller filmmakers, making it challenging for their content to gain visibility.
Moreover, the OTT promise of instant availability within 21 days of a movie’s theatrical release led to a decline in theatre attendance. Compared to spending money on a movie ticket, viewers found it more economical to pay for a subscription and watch multiple films at home. Consequently, many theatres struggle to stay afloat, facing heavy financial burdens and even shutting down. As a result, Malayalam producers now primarily depend on OTT releases and the rights to their films, often producing content tailored for these platforms. Currently, “Marco” holds the record for the highest OTT sale after Fahad Faasil’s “Avesham.”
Due to this transition, Malayalam movies have garnered interest worldwide, resulting in impressive box office collections. For example, “Manjummel Boys” collected nearly 242.3 crores, “2018” grossed 176 crores, “The Goat Life” earned 160 crores, and “Avesham” brought in 156 crores. In every state, Malayalam films are achieving houseful collections, irrespective of their native language. Currently, the most violent Malayalam movie “Marco” is running successfully with packed audiences. All of this success can be attributed to the OTT market during the COVID outbreak. Malayalam creative brilliance and entertainment have reached a broader audience; most films have been hits on OTT. This has led OTT platforms to offer competitive prices for Malayalam films, and now Malayalam cinema is no longer just a regional phenomenon; it has a global market. Given their success rates, it is clear that OTT rights will be valued highly.
In conclusion, the rise of Malayalam cinema started with the COVID outbreak and the subsequent rise of OTT platforms. Filmmakers capitalized on the opportunities presented during this period effectively. Other industries should take a cue from Malayalam filmmakers on how to adapt to changing market dynamics and leverage new platforms for growth.
Conclusion
The arrival of OTT platforms provided much-needed support to Malayalam cinema during a critical moment, helping it reach non-Malayalee audiences and inspiring filmmakers to aim higher. However, their dominance also poses risks to traditional theatres, which have always been the backbone of the industry. If the film industry is to thrive, a balance must be struck between the benefits of OTT platforms and the survival of traditional cinema halls. By adapting to these changes while nurturing their roots, Malayalam cinema can continue to flourish and tell its remarkable stories to audiences around the world.
