In a strategic move aimed at addressing the impact of targeted negative reviews on the success of new releases, Malayalam film producers have unveiled their decision to collaborate exclusively with accredited digital organizations and YouTubers. Furthermore, they intend to compile a roster of authorized reviewers who will be invited to participate in the promotional activities for their films. This pivotal resolution emerged during a meeting of the Kerala Film Producers’ Association (KFPA) and the Film Employees Federation of Kerala (FEFKA).
To reinforce this stance, the film producers will adhere to the Film Chambers’ ruling, which prohibits film and audience reviews within theaters. Producer G Suresh Kumar emphasized this by stating, “We have decided not to give free rein to reviewers inside theatre complexes. No one will be allowed to capture the audience’s reactions. We can’t prevent them from review bombing films outside the theater complex. Additionally, digital content creators lacking accreditation will not be included in any of our film promotions.”
B Unnikrishnan, the general secretary of FEFKA, affirmed the association’s commitment to support the producers, acknowledging their vital role as the financial backers of film projects. This development comes in the wake of concerns raised by the Kerala film industry regarding the adverse effects of ‘review bombing’ on numerous Malayalam films. The issue even prompted intervention by the High Court following a petition from the director of ‘Aromalinte Adyathe Pranayam,’ who alleged coordinated efforts to ‘review bomb’ his film.
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