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Adoor Gopalakrishnan, an FTII graduate, founded the Chitralekha Film Society and later the Chitralekha Film Studio in Thiruvananthapuram—a bold move during an era when Chennai dominated film production. This step enabled the Malayalam film industry to shift its base from Chennai, fostering a unique identity free from Chennai's commercial influences. Following the commercial success of his second film, Kodiyettam (1978), Adoor challenged industry norms by ensuring his films were screened in three shows daily, rejecting the practice of relegating art films to noon slots—a practice that earned such films the moniker of "noon films". His 1972 debut Swayamvaram brought about a definitive rupture in Malayalam cinema, with careful attention to composition and editing, diligent use of natural sounds, and a new way of treating even a conventional plot about the trials of a runaway couple.

Once these three giants had had their say, Malayalam cinema was never the same again, at least in the eyes of those who knew the difference between life-affirming art and the counterfeit trying to pass for the same. His 1972 debut Swayamvaram brought about a definitive