Malayalam cinema begins hawking products on screen

Thiruvananthapuram, Oct 9 (IANS) Taking a cue from Bollywood, Malayalam films have begun to promote products in films - which is good news for producers who are finding the going tough with the mounting costs of production.

Superstar Mammootty's blockbuster "Nerariyan CBI", released during the Onam season and running houseful at all theatres, has onscreen promotionals for a tea company, a jewellery shop and a biscuit company.

"The trend is certainly going to bring in money. We do not feel there is anything wrong at all in doing this," leading producer Sureshkumar told IANS.

His next film, which features superstar Mohanlal, will have a few promos too.

"Wait and see. Soon you would find every print of a film being sponsored. If a film has 25 prints and each print is sponsored, it could bring in rich rewards for the producer. It could well be the turning point for our industry," said Sureshkumar.

But if it is going to be good money for producers, the audience appears to have taken these promos with a pinch of salt.

"Maybe this could be money for the producer, but look at Mammootty's film where there is a strong sense of disapproval from the audience when these products appear on screen. It really spoils the fun. There should be some restraint," said an avid filmgoer.

Film buffs also complained that promos appearing at a crucial scene in a film spoil the show.

Ace director Shaji Kailas does not support the trend.

"I agree that everyone is in business and the bottom-line is money, but then things should be done discreetly, and not in the way it was depicted in the Mammootty film. In my ongoing film 'Tiger', with superstar Suresh Gopi in the lead, we would have no such promos at all," said Kailas.