KOCHI: Malayalam films are losing heavily against the tough competition posed by the aggressive marketing tactics of flicks from other languages. Of the nearly 600 theatres, a maximum of 60 centres release other language films in Tamil Nadu.
In Karnataka, where there are over 400 theatres, other language films are permitted only in 24 centres. In Kerala, in sharp contrast, three other language movies—Velayudham (Tamil), 7aam Arivu (Tamil) and RA.One (Hindi) -- were released in 287 theatres on Wednesday and collectively grossed Rs 4.2 crore on the very first day.
The distributors’ share of these three films is calculated at Rs 1.2 crore for day one. Many Malayalam movies had to be taken off the screen at several places to accommodate these movies. “Director Ranjith’s Indian Rupee was doing well in the box office. Unfortunately, some theatres replaced the movie with some other language movies. This is an unfair practice,” Kerala Film Producers Association President Sabu Cheriyan said.
The Malayalam film industry is already in a crisis and the number of movies being released is decreasing every year. The number of releasing stations in Kerala is less than 300. Thus, a situation where Malayalam films have to compete with other language films for screens has arisen,” said Sabu.
In Chennai and Bangalore, Malayalam films are usually not released in more than four or five stations. He said that exhibitors fully support the screening of other language movies as the percentage of sharing returns is different. “For Malayalam films, the profit-sharing ratio between the distributor and the theatre owner for the first week is 60:40. But for other language movies it is 50:50. And for the mere 10 per cent gain, they are simply neglecting our movies,” Sabu rued.
Meanwhile, Film Exhibitors Federation president Liberty Basheer said the exhibitors could not incur losses by screening Malayalam films that lack patronage."We have been promoting Malayalam films. But if Malayalam film-makers raise their bar, nothing can stop film buffs from visiting the theatres. If films are good, people will certainly walk into theatres,” he said.