Malayalam sets were almost always open to the media until recent times. The happenings on the set were known to all, of course with the details about the movies.
But the young directors seem to have come up with a new marketing strategy of late. They are not ready to disclose any info about their films, until the shooting is complete.
Mammootty’s look in Aashiq Abu’s Gangster was not officially revealed to the media until recently when the posters were launched in a function at Kochi. But by the time the posters came out, almost everyone knew about the superstar’s new style!
The same happened with Anjali Menon’s Bangalore Days, until the last few days of shooting. The director had to come up with a clarification, when a section of the social media named the film, L for Love!
Now director Rosshan Andrrews has put restrictions on any publicity stills or videos of his ongoing project How Old Are You? with Manju Warrier and Kunchacko Boban. This, after he ensured maximum publicity from the media when Manju participated in the Marathon in Kochi, which was shot for the film.
A few other filmmakers are following suit and prefer to reveal selected snippets, via their Facebook pages!
Of course, the Mollywood directors have got a cue from the style adopted by most industries including Tamil and Hindi. But the difference is that they devote enough time for pre-release publicity, before the films hit the theatres. In Mollywood, the films often reach the theatres in a matter of hours after the postproduction works are somehow completed.
Will the new style work in favour of the filmmakers? The coming months will tell it all.