Biggest Film Struggles: No Hype, No OTT Deals?

The struggle of Mohanlal’s L2: Empuraan highlights a harsh reality for Malayalam big-budget films — without wider reach, closing lucrative non-theatrical deals becomes extremely tough.

L2: Empuraan, the most expensive Malayalam film ever made, is still unable to close its OTT, satellite, and music rights despite its massive scale.

This is concerning, especially for a sequel to the blockbuster Lucifer. The makers’ inability to generate enough buzz outside Kerala seems to be the root cause.

With just weeks to go before its March 27 release, the delay in securing non-theatrical deals raises questions about the film’s commercial prospects.

For a big-budget Malayalam film like Empuraan, generating buzz beyond Kerala is crucial, especially in key markets like Tamil Nadu, Andhra Pradesh, Telangana, and Karnataka. Without that cross-regional hype, OTT platforms may hesitate to offer premium deals.

Even a modest hype in the Hindi belt can make a huge difference, as North Indian interest often translates to better digital and satellite sales.

Given Empuraan’s March 27 release date, it’s concerning that such a major sequel featuring Malayalam’s biggest stars is struggling to secure an OTT deal.

The Malayalam industry has delivered content-rich films, but the challenge lies in marketing them effectively across wider markets.

If Empuraan manages to build excitement in AP/Telangana, Tamil Nadu or grab some attention in the North belts, it could unlock stronger OTT and satellite offers.