The theatrical release of the movie I Am Kathalan was riddled with several errors that prevented it from achieving success. However, the actual content of the movie is so interesting-being an age-coming-of-age and cybercrime-braided together; the marketing strategy was just not adequate enough to convey that to the masses.
Its release also coincided with some other big releases, which then dealt a blow to its visibility in the market. Its tone, which was a lot darker than would be expected of director Girish A.D.’s work, after having made such light-hearted films as Premalu and Thanneer Mathan Dinangal, also didn’t sit well with the audience.
Although, the language barrier and poor marketing costs have often prevented regional films from breaking into the box office. OTT has really altered the situation. Nowadays, more than 50% of films that are directly launched on digital platforms are in regional languages, making it a crucial medium for presenting intricate stories that are now accessible to local audiences.
There are many instances that demonstrate that regional material can reach viewers who might not have otherwise seen it in theatres with just the appropriate amount of OTT exposure.
Meanwhile, regional content is witnessing much in demand. As per a recent study, regional titles are now consuming more than 52% of content via OTTs in India for the first time, outpacing Hindi movies.
Such growth can be attributed to content with subtitles as well as an interest in authentic storytelling based on different local cultures and issues. As the fine sensibility of the audience steps into the limelight, regional film-makers will seek the OTT platform as fertile ground where quality narratives flow without any linguistic barriers.
I Am Kathalan’s digital release offers the opportunity to connect with this growing audience. The movie would find a niche among viewers looking for the appropriate kind of entertainment content because of its inherent distinctiveness in storytelling aspects within regional cinema.
The popularity of the majority of regional films on OTT platforms has already demonstrated that I Am Kathalan can garner a sizable audience and level of praise following its debut with the right promotion and distribution.
Even though I Am Kathalan didn’t do well at the box office, its online debut might be a sign of a wider public interest. According to the current trend, regional films are winning and shattering all barriers across a wide range of demographics; they are not just surviving on OTT.
This development is indicative of shifting movie-going habits, where even highly qualified material can excel even in cases where the initial theatre production is inadequate.
We’re hiring!
We are hiring two full-time junior to mid-level writers with the option to work remotely. You need to work a 5-hour shift and be available to write. Interested candidates should email their sample articles to [email protected]. Applications without a sample article will not be considered.
