Malayalam cinema has been going through a rough patch lately. Theatres are struggling, audiences are staying away, and most films are failing to recover their costs. Now, all eyes are on Empuraan, a big-budget film starring Mohanlal and Prithviraj, which hits theatres on March 27.
This sequel to the 2019 film Lucifer comes at a time when the industry badly needs a break. The hope is that Empuraan might turn things around — not just at the box office, but across the wider entertainment sector.
In recent years, only a handful of Malayalam films have managed to earn back their investment through theatrical release. In 2025, just two films did so, even though around 60 were released.
Theatres are struggling to cover basic running costs. A film like Empuraan, with a large-scale release and star power, might bring back the footfall — especially if it manages to attract family audiences.
The film’s release has also kicked off a wave of activity around it. From outdoor hoardings to promotional events, there’s a lot happening — especially in Kerala. Events linked to the film are being held in places as far as Germany, but most of the buzz is within the state. Industry insiders say crores are being spent on promotions in Kerala alone.
This has created a ripple effect. Event management companies, advertising agencies, and even smaller local businesses tied to these sectors are reportedly seeing benefits. March is usually a quieter month for events due to religious fasting periods, but the build-up to Empuraan seems to be changing that.
Interestingly, unlike many other big films, Empuraan hasn’t announced major brand partnerships. Films like Rajinikanth’s Kabali or Prabhas’ recent releases saw heavy brand tie-ins, which also supported their marketing efforts. Whether Empuraan will go down a similar path remains to be seen.
The makers are also looking at overseas markets. In North America, the film has reportedly crossed ₹1 crore in advance bookings. It’s also set to release in various European countries and in multiple languages. That could help the producers recover costs quickly, depending on how the film performs in the first few days.
