Malayalam cinema: Marketing teams go for innovative ideas, rope in influencers to promote films

Shane Nigam wonders if he could have Rashmika Mandanna as his co-star. While film directors Aby Treesa Paul and Anto Jose Periera, and producer Sandra Thomas hem and haw, Anagha LK walks in and, without batting an eyelid, Shane says he feels she would be the best. The same goes for another role in which he feels he would look right with a smattering of grey. The minute Baburaj walks in with a funny line, Shane agrees that only he would do for the character. And to cap it all, the dancer steps in with a shake and a twist… This is not a scene from the movie Little Hearts but a promotional reel for the film releasing today (January 26).  

A few months ago, it was the makers of Falimy who came out with a reel that caught eyeballs and pulled youngsters into theatres for the Basil Joseph-starrer directed by debutant Nithish Sahadev.

Movie promotions have reached new heights with many producers going all out with innovative methods to market the movie.

Children wearing masks resembling Mohanlal’s character in Malaikottai Vaaliban
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A comic book featuring Mohanlal as the lead character of Lijo Jose Pelliserry’s Malaikottai Vaaliban went viral. The books come with a mask of the Vaaliban. T-shirts and ‘strong man’ challenges were included in the promotions for the movie that reached cinemas on January 25.

The announcement of the title of a film has been turned into a big event with ‘first look poster’, trailers teasers, character sketches and promos released by super stars making it to the news. Then there are audio releases of the music, videos of the songs in the film, reactions of the audience after the premiere… It is a different ball game altogether from the days of mega cut outs and posters that announced the release of new films.

Synergy at play

Five years ago, when Sangeetha Janachandran started her agency, Stories Social Marketing and communication, she had to persuade directors and producers to credit her as such and not as public relations officer (PRO). “That is not the case now with production houses working with us to come up with interesting ideas to promote the film. There has been a 360 degree change,” she says.

Unmasking The Star from Mollywood to Kollywood, a promotional video for Shane’s Tamil debut, Madraskaaran, has got 1,77,337 views since it was released on January 19. It has Shane reeling off dialogues from Tamil blockbusters.

Sangeetha says it was an entertaining way to introduce him to a new audience. Depending on the content of the film and the budget, she reaches out to influencers to create eye-catching content that grab attention. She checks their demographics, follower base and the regions they are active in before collaborating with them. Sangeetha believes influencers know the local pulse better than anyone else.

Tovino Thomas in a still from the promotional video of Ajayante Randam Moshanam

Tovino Thomas in a still from the promotional video of Ajayante Randam Moshanam
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“With many big-budget films being released in multiple Indian languages on the same day, marketing the movie has become a necessity. For instance, Tovino Thomas’ Ajayante Randaam Moshanam (ARM), being released in five languages, required us to reach out to influencers in all five languages to create content to promote the movie,” says Vaisakh C Vadakaveedu who handles public relations and marketing with his partner Jinu Anilkumar.

Trending reels

They were the ones behind the catchy promotions of 2018, Jaya Jaya Jaya Jaya Hey, Ozler, Falimy, Neymar, and so on. Nithish says Falimy’s  good opening was thanks to the five reels that were used for the promotions.

Falimy centres on a family and a journey. The makers were apprehensive that the usual content might give it the feel of a family drama. So Vaisakh worked with influencers to come up with subjects and scripts. “We gave them inputs but they shot the reels. We also conducted a contest inviting people to share their experience of traveling with the family,” he adds.

Basil Joseph and Darshana Rajendran in a promotional reel conceptualised by Basil to promote Jaya Jaya Jaya Jaya Hey

Basil Joseph and Darshana Rajendran in a promotional reel conceptualised by Basil to promote Jaya Jaya Jaya Jaya Hey
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Some actors are game to participate in the fun promos. In fact, it was Basil who came up with the viral dance video with Darshana Rajendran to promote Jaya…Hey. He had also conceptualised and shot a captivating song featuring animals and children for the promotion of his film Palthu Janwar (2022).

Remember Anjali Menon’s Wonder Women that premiered on SonyLiv? “Positive pregnancy test results were shared by the cast such as Parvathy Thiruvothu, Nithya Menen, Sayonara and the others on their social media handles. It created such a buzz and went beyond the digital media audience,” she points out.

Flashback in tinsel town

“We were assigned to take photographs on the sets and these would be provided to print magazines and dailies. Then there were single-page materials, called notice in the trade, with the names of the stars, directors, singers etc, and printed booklets with the lyrics of the songs that were for sale. All that has vanished,” says still photographer R Gopalakrishnan. While the notices were scattered from vehicles fitted with a loudspeaker to announce the release of a movie, in rural areas posters were carried on bullock carts, and drums were played to create excitement for the movie. 

Still from Padmarajan’s Aparan in which Jayaram made his debut as an actor.  (from left) Padmarajan, Madhu and Jayaram 

Still from Padmarajan’s Aparan in which Jayaram made his debut as an actor.  (from left) Padmarajan, Madhu and Jayaram 
| Photo Credit:
R GOPALAKRISHNAN

Cut to the eighties. Still photographer Gopalakrishnan who began working in 1979 recalls a time when still photographs and posters were the only material used to promote movies. In fact, the author-photographer wonders why, at present, even still photographs of the action on the sets are not given for publicity prior to the release.

Still from Priyadarsan’s Kadathanadan Ambadi (1990) featuring Mohanlal and Prem Nazir

Still from Priyadarsan’s Kadathanadan Ambadi (1990) featuring Mohanlal and Prem Nazir
| Photo Credit:
R GOPALAKRISHNAN

True to the trend now, when it came to his son, actor-director Vishnu Raghav’s film Vaashi, the still photographs of the film were not widely circulated until the movie reached theatres.

Vishnu explains that in the past, only the snaps were available as publicity material. At present, almost all the stars are active on social media, there is no mysterious aura about them. Their lives are out there on various platforms. “To create a bit of excitement and curiosity about the characters in Vaashi, we did not share photographs of Keerthy (Suresh) and Tovino as lawyers till the movie was ready to release,” says Vishnu.

Tovino Thomas and Keerthy Suresh in Vaashi, directed by Vishnu G Raghav

Tovino Thomas and Keerthy Suresh in Vaashi, directed by Vishnu G Raghav
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SPECIAL ARRANGEMENT

 To make the film a talking point, the makers organised a discussion on the film at Government Law college, Ernakulam, as the leads played by Tovino and Keerthy were lawyers.

In the case of Jude Anthany Joseph’s 2018: Everyone Is A Hero, the marketing team released carefully selected footage of the flood in 2018 to help viewers connect with the film. “It was tricky. We did not want them to think that it was a documentary!” recalls Vaisakh.

For the upcoming ARM and Manjummel Boys, the marketing blitz has just started. The teaser was launched by Hrithik Roshan while Rakshit Shetty released it in Kannada. Then a glittering function was held at Lulu, Kochi to launch the 3-D teaser of ARM.

“Each film requires customised marketing to reach target audiences. And producers have realised the importance of marketing their films to reach target audiences. Once viewers are convinced that it is a visual and audio experience, they will frequent cinemas. Otherwise, they might enjoy it on OTT. So, many a time, we work closely with the production and creative teams,” says Sangeetha.

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Art director Mohandas Pallakkottil recreated a flood for Malayalam movie 2018

‘Everyone is a hero’, goes the tagline in Jude Anthany Joseph’s blockbuster 2018. The tagline is true in the case of the cast and crew too. One of the frontrunners in the team is art director Mohandas Pallakkottil who worked on the sets of the film for four months and several months before that to convince producers that a movie on the flood of 2018 that devastated several places in Kerala could be made for the screen.

Thrilled at the success of the film that is creating new box office records for the Malayalam industry, Mohandas maintains it was teamwork and the theme of the film that brought in viewers to theatres.

Although Jude and Mohandas had talked about the subject in 2019, they took time to plan how they would go about shooting the flood and the rescue operations. That is when the pandemic played spoilsport. But the cast and crew overcame several hurdles to make the film a reality.

A poster of the film 2018.
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Special Arrangement

Budget constraints demanded that the crew turn to innovative practices to film the movie. Mohandas says that contrary to what many viewers think, VFX was used only in a few scenes. Prior to the shooting, Jude, producer Anto Joseph and Mohandas had extensive discussions to plan the shoot.

“Initially, Anto chettan told us to rent a house and start working on miniature houses to show how I planned to show the water rushing in or seeping into the houses and the rising water levels. By then, we had selected a vacant plot in Vaikom as the main location,” he says.

Most of the frames of the flood were shot on sets put up on a 22-acre site at Maravanthuruthu in Vaikom, 30 kilometres from Kottayam. Prior to the shoot, the art director had made 45 miniatures of the entire set and showed the producers how they planned to show the deluge. That convinced the producers.

Jude Anthany Joseph and Tovino Thomas on the sets of 2018 

Jude Anthany Joseph and Tovino Thomas on the sets of 2018 
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Special Arrangement

And that was when the pandemic struck. Mohandas recounts with a chuckle that they thought the pandemic would be controlled within a week or two and went ahead with the schedule of the film. One of the challenges was finding a cinematographer. “Many of them were unsure of how the whole project could be shot and there were many night shots as well.”

Attention to detail

He used the time during the lockdown to design and fine tune the sets for the film. Jude and he went over each frame and finalised how each would be filmed. In the meantime, Mohandas worked on Jude’s Sara’s.

In November 2020, when the director decided to start shooting, Mohandas recalls how he was in the midst of big films such as Prithiviraj’s Kaduva and Bro Daddy, Priyadarsan’s Appatha, and Manju Warrier’s Ayisha.

“Nevertheless, during breaks in the shooting, we started working on the film — scouting for locations, holding discussions, and still searching for a cinematographer. That was when our DOP Akhil George joined us. Tovino put him in touch with us as they had worked together in Kala and Forensic. It was the same with editor Chaman Chacko and music director Nobin [Paul].”

That was also around the time producer Venu Kunnappilly came on board as a producer and then there was no looking back.

By April, the shooting started and it was completed on November 12, 2022. The time the team got for pre-production was put to good use to fine tune each sequence and scene and that helped during the actual shooting of the film.

After filming some general scenes, they decided to shoot a rescue sequence, as work on the tank and the sets were not completed and the onset of monsoon created a different set of problems.

On cloud nine

“Since Tovy (Tovino Thomas) was on the sets, Jude decided to film the scene that shows Anoop, Tovino’s character, help airlift a pregnant woman. We had already made the helicopter and it was kept in a godown owned by Anto chettan. We had planned a six-day shoot but it took us nine days to shoot the sequence.”

A few days later, the filming of the deluge began at Maravanthuruthu and they shot a scene of an elderly woman being taken to a shelter in a huge uruli (a large flat-bottomed vessel) while the set was being readied for another shot. “Akhil had kept the camera inside the uruli for that frame. That’s when he felt that it was a great idea to keep the camera in an uruli to shoot the scenes in the water. Since then, the camera was mounted inside an uruli for several shots focussed on the people trapped in the water and their rescue.”

Once the sequence involving the helicopter was canned, the team knew the project was on track. By then the set was completed.

Some of the members of the cast and crew of 2018.

Some of the members of the cast and crew of 2018.
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Special Arrangement

Fourteen houses with different facades were made. So, the same house could be turned around with the help of a crane to make it look like another house. In the early part of the film, the ‘houses’ were placed outside the tank; to show the water rising, they were placed in the tank using a crane.

“A two-acre tank was built on the location and it was filled with water. That was where we shot the underwater scenes once we began shooting the flood,” explains Mohandas.

“There were about four different places where we had to show the water rising — the frame where Asif comes to the rescue; a scene that depicts Tovino moving in to save people; frames that shows them saving lives and the place where they reach the people to safety. Each scene was shot in four different sets.”

One of the most difficult shots was one that depicted Sudheesh, his wife and their injured son trapped in neck-deep water in their home. A terrifying frame shows the rush of water into their home, through doors and windows till it almost reaches the ceiling. The family is perched on a table and trying to breathe by craning their neck above the rising water level.

“Shot under water, Sudheesh chettan’s house was filled with water. Then we took the ‘house’ and put it in the tank and filled it with water to show the flood water gushing into the house through doors and windows. After that we put it under water to show their precarious condition. We had to keep changing the homes at least 10 times to shoot those sequences. It was challenging and required tremendous effort.”

However, he reiterates that all the effort was worth it now that the film is such a huge success. “I had worked on Mamankam, which bit the dust at the box office. So, the producers were worried about 2018. We are all relieved and thrilled that the movie is creating waves.”

In the meantime, Mohandas is busy with the work on Mohanlal-starrer L2:Empuraan, the sequel of Lucifer, directed by Prithviraj. 

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