Mohanlal’s personal producer, Mr. Antony Perumbavoor, needs to take some economics lessons. That seems to be the verdict from the Vishu movies.
Faced by miserable flops, including a four or five by Mohanlal himself, the Malayalam movie industry decided to change the way movies are released in Kerala. Throwing away artificial demarcations like A, B, and C centers, the producers of Annan Thampi decided to release the movie in 75 centers across Kerala. Antony meanwhile decided to stick to the traditional A centers. This was a surprise move considering it was Antony, Lal and Co who pioneered the carpet bombing strategy initially. Movies like Alibhai, were released in nearly 70 centers. Maybe the box office performance of such movies made them reconsider this mass release strategy.
However, the move to remove restrictions on release centers faced opposition from theatre owners in cities, but by offering them a minimum guarantee amount, the producers were able to circumvent the problem. Within 25 days, the movie has made a profit of 2.19 crores and obviously made more money than Sathyan Anthikkad’s Innathe Chithavishayam which was released only in big cities. Annan Thampi has turned out be the biggest blockbuster after Katha Parayumbol.
Going forward, bombarding in as many theaters as possible seems to be the right strategy. Then this won’t happen for Jayasurya or Prithviraj movies as B & C theater owners may not shell out the minimum guarantee amount for their movies. In fact keep an eye on how many movies go for this bombardment release. That is people voting with their money on how well they expect the movie to do.