In the traditional film ecosystem, mainstream media houses held a monopoly on film criticism. These reviews were often influenced by studio marketing budgets or focused heavily on star vehicles. For an independent film with zero marketing budget, traditional avenues offered little support.
The late 1990s and early 2000s marked a peak for these types of films, which often relied on suggestive titles, scanty clothing, and explicit scenes designed for quick commercial returns rather than critical acclaim.
International film festivals serve as the primary lifeline for Malayalam independent cinema. Because traditional theatre owners hesitate to screen films without major stars, festival recognition provides the validation needed for survival.