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    1. #1
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      Default Is Odiyan the game changer of Malayalam Cinema since Pulimurugan?

      Despite the mixed reactions surrounding Odiyan, there is no doubt that the movie has earned the tag of the biggest grosser of the year. How many movies achieved such a status considering the absolute negative opinions and cheap degrading tactics from the detractors? I don't think there was any. Odiyan is not a brilliant movie by any means (at least in my opinion) and normally a movie of such status won't earn the highest grosser tag. I believe the below observations played a key role in the enormous success of the movie which I believe is the game changer of the Malayalam Film Industry.

      1) Marketing beats the Product ~ Odiyan is the most hyped movie since Casanovva. While Casanovva was a box office failure, it didn't opt for any marketing strategy like Odiyan. The hype was the team behind the Mohanlal movie and the production value. Rosshan Andrrews was an almost perfect director and Bobby-Sanjay were at their peak. Post Casanovva release, I don't think makers attempted any sort of marketing to save the movie. Maximum I can recall are 2-3 talk shows. Odiyan was in a different league. The time the movie's poster was released, it attracted the audience. But the highlight of the marketing was the manner V A Sreekumar Menon (VASK) kept the movie in the news. Many claim or tag that tactic as thallals but its a fact that the movie was never out of news especially when you consider the fast moving era. Every development was celebrated by the makers in a larger than life manner. Just think the number of teasers released without revealing the actor's look. Finally when the trailer was released, there was almost 2 months gaps between the trailer and movie release. First of all, I rarely saw trailers being released 2 months prior to release. If such a thing happened, normally the movie is not released on time or makers have no idea when to release. While in case of Odiyan, there was clear planning. They smartly used these 2 months to build up the hype. Placing Odiyan statues in front of theaters, Fans Shows Record Count etc etc. were something unknown to Malayalam Cinema.

      2) Branding ~ We have seen Nerariyan CBI making such an attempt of brand placing. It was mocked by the audience then (actually it was funny to see a reputed character like Sethuramaiyer holding a Tiger Biscuit). Prior to CBI, there was Alukkas branding in Kasthoorimaan where Lohitdas smartly and seamlessly placed that brand in the script. But Odiyan took this branding to another level. Odiyan joined hands with Airtel to release Odiyan sims. The revenue the movie secured through these brand associations added to the revenue of the movie. Now the reason behind this revenue is all because of Marketing.

      3) Post Release - Rarely movies rose like Phoenix Bird during the social media era considering the negative opinions and degrading attempts. Normally directors hide their face and go underground like Aashiq Abu during Gangster. But here VASK changed the game. He went ahead and faced the medias and answered all their disturbing and sharp questions with a smile. The highlight was never he mentioned anything negative about the movie. Infact, here the marketing genius of VASK took over and we can see a seasoned campaigner handling the media. He knows that the medias won't have the guts to call Odiyan "A Bad Movie" on face and this was used in favour of the movie. I loved how he used his rivalry with a certain actor to defend the movie. Still he never mentioned the role of the other Big M's fans role. And he used quotes like "Class not Mass" movie and made people in the panel accept the quote. After the first 2 days, I didn't hear any sort of negative comments regarding Odiyan.

      4) Worldwide Release - Prithviraj claimed that "9" will have a Worldwide release. Now I am sure Odiyan played a key role in this decision along with Sony association. AOPM, Grandmaster, Peruchazhi & Varsham are the movies which had a WW release prior to Odiyan. The main reason why such attempt are discouraged is mainly because of piracy. But VASK pushed for the WW release all because of the marketing campaign. He knows that it will attract huge overseas rights from the distributors and with all the positive hype, the movie will pull huge advance booking. This tactic worked out exactly as planned.

      I believe the above 4 reasons played key roles in the success of the movie more than the contend. Or else the movie should have been a normal success. I am not impressed with VASK, the director. But he taught us as well as the industry that if you know how to release a movie, it will reap success. I think this will inspire other makers to come up with innovative marketing tactics to support and release their product and thus become a revolution in the industry.

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    3. #2
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      Well said bro.
      Odiyans boxoffice victory is a study material item for our Mollywood film industry in future.
      Vaskm rocks
      Lalettan rocks.
      Congrats team odiyan.
      Last edited by Jacob Joy; 30th December 2018 at 04:52 PM.
      Mohanlal for me is like our Tendulkar in cricket
      A complete performer, an all rounder
      A born genius/actor, versatile best
      natural & a realistic actor
      Ithanu enne cheruppam thotte oru nalla Lalettan fan aakki mattiyathum.
      Kathapathrangalayi abhinayikkukayalla jeevikkukayanu ettan....

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    5. #3
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      ADHITYA MAAYAVAN's Avatar
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      ഞാൻ സിനിമ ഇറങ്ങുന്നതിനു മുൻപ് ഇത് ആലോചിച്ചിരുന്നു.

      ഇത്ര വൈഡ് ആയി ഒരു മലയാളം സിനിമ റിലീസ് ലോകമെമ്പാടും ചെയ്തപ്പോൾ ഒടിയൻ പ്രതീക്ഷക്ക് ഒത്തു മികച്ചു നിന്നു എങ്കിൽ ഇത് മലയാള സിനിമയുടെ മാർക്കറ്റ് തന്നെ വേറെ ഒരു തലത്തിലേക്ക് പോയേനെ.

      പക്ഷേ പടം ആ ഹൈപ്പിന് നീതി പുലർത്താൻ പോയിട്ട് ഒരു ആവറേജ് പ്രോഡക്റ്റ് പോലും അകതിരുന്നത് ദോഷമായും ബാധിക്കാൻ സാധ്യത ഉണ്ട്.
      5 years ഓഫ് സ്നേഹസല്ലാപം
      https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSL0uBHoitIMwmhaEyWq8-QhoDtyLaaxYw1LgHts_j2OWOsC5uUgtvttEqLDA

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    7. #4
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      Yes, it did not meet MANY expectations. However, still the top grosser

      Quote Originally Posted by ADHITYA MAAYAVAN View Post
      ഞാൻ സിനിമ ഇറങ്ങുന്നതിനു മുൻപ് ഇത് ആലോചിച്ചിരുന്നു.

      ഇത്ര വൈഡ് ആയി ഒരു മലയാളം സിനിമ റിലീസ് ലോകമെമ്പാടും ചെയ്തപ്പോൾ ഒടിയൻ പ്രതീക്ഷക്ക് ഒത്തു മികച്ചു നിന്നു എങ്കിൽ ഇത് മലയാള സിനിമയുടെ മാർക്കറ്റ് തന്നെ വേറെ ഒരു തലത്തിലേക്ക് പോയേനെ.

      പക്ഷേ പടം ആ ഹൈപ്പിന് നീതി പുലർത്താൻ പോയിട്ട് ഒരു ആവറേജ് പ്രോഡക്റ്റ് പോലും അകതിരുന്നത് ദോഷമായും ബാധിക്കാൻ സാധ്യത ഉണ്ട്.

    8. #5
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      odiyan oru nalla cinema thanne aanu
      odiyan kanda ethrayoperku padam ishtapettu
      padam kandittu aarkum ishtapettila enkil enthu marketing aanenkilum ingane oru collection nedan saadhikkillla

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    10. #6
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      Odiyan is a pretty decent movie worth a watch.
      Oru avg to abv avg item for the majority section of viewers.Athu kondum anu padam hit ayathu.
      Haters, frustrated teams & purposeful degraders 3G yet again.
      Mohanlal for me is like our Tendulkar in cricket
      A complete performer, an all rounder
      A born genius/actor, versatile best
      natural & a realistic actor
      Ithanu enne cheruppam thotte oru nalla Lalettan fan aakki mattiyathum.
      Kathapathrangalayi abhinayikkukayalla jeevikkukayanu ettan....

    11. #7
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      Quote Originally Posted by pulsar View Post
      odiyan oru nalla cinema thanne aanu
      odiyan kanda ethrayoperku padam ishtapettu
      padam kandittu aarkum ishtapettila enkil enthu marketing aanenkilum ingane oru collection nedan saadhikkillla
      Odiyan market cheytha level vechu ellarum oru extra ordinary product aanu expect cheythathu.. Malayala cinemayude Baahubali ennokkeyanu director releasinu munne paranjathu.. Aa level ethiyirunnel KGFnekkal collect cheyyunnoru movie aayene Odiyan..

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    13. #8
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      Over the top pre-release hype had both good and bad effects on Odiyan. The good being unprecedented no of fan shows and excellent advance bookings and record no of shows. These factors played a major part in the BO outcome of the movie as it guaranteed a monstrous opening. The negative side of this was the reports which started floating after the fans shows due to the simple fact that this was not a fans show kind of movie. What I felt was, for a normal person who is not much into social media or BO number crunching stuff Odiyan is indeed a good enough watch and it has elements that can be enjoyed by the families as well. I believe that is the main reason the wheels didn't go off Odiyan post the 1st weekend. Social media degrading and all will be there but there are still millions of people who doesn't even see these things in the SM and look forward to a movie that they are interested in watching with family. And this is where Odiyan scored I believe.

      And with regard to the same day release worldwide I thought that was a masterstroke which ensured excellent collections throughout the first weekend due to the hype created.
      "WE ARE IN THE ENDGAME NOW"

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      Well Said bro.
      Mohanlal for me is like our Tendulkar in cricket
      A complete performer, an all rounder
      A born genius/actor, versatile best
      natural & a realistic actor
      Ithanu enne cheruppam thotte oru nalla Lalettan fan aakki mattiyathum.
      Kathapathrangalayi abhinayikkukayalla jeevikkukayanu ettan....

    16. #10
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      Quote Originally Posted by pulsar View Post
      odiyan oru nalla cinema thanne aanu
      odiyan kanda ethrayoperku padam ishtapettu
      padam kandittu aarkum ishtapettila enkil enthu marketing aanenkilum ingane oru collection nedan saadhikkillla


      Ithrayum mixed opinion vanna oru cinema year's highest grosser aavuka ennu parayumbol, avide release munpulla hype and marketing oru key role play cheyythitunde

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