In Malayalam, however, small budget films with realistic storylines are the norm and only one Malayalam film so far was made on a budget of Rs 100 crore – Priyadarshan’s historical action film Marakkar: Arabikadalinte Simham (2021) starring Mohanlal. The film flopped and its unoriginal writing is attributed as cause of its commercial failure. While a big budget doesn’t guarantee a good film, it can ensure superior production values and generate interest in the audience. “When you have a big budget to work with, you can get big stars, good quality VFX and many other things that will attract audiences beyond language,” said Kunnappilly.
When a film is ready for release, if the producer partners with a distribution company, the latter will either buy the rights for the film at a fixed price (leasing) or enter into a profit-sharing agreement with the producer. Since the distributor markets the film, unless they’re confident about returns, they’re reluctant to spend on a marketing campaign.
SR Prabhu of Chennai-based distribution company Dream Warrior Pictures said finding new territory for a film involves time, energy and money. “You have to invest the same efforts as you would in your original market for about 5-10% of the business. Distributors are not ready to buy films outright even for the local market in most cases,” he said. Further, Prabhu noted that for a film to find space in a new market, it has to be ready for release well in advance. “The makers should identify the right distribution channels ahead of time, and plan their marketing strategy. This rarely happens,” he said.