With an aim to market the Malayalam films to an international audience, a new programme called Marketing Malayalam Cinema will be launched as part of the 16th International Film Festival Kerala (IFFK) in the city.

The initiative is an attempt to bridge the gap between the international film promoters and the film makers in the Malayalam film industry. The programme provides an opportunity for the film makers to showcase their works to the film promoters through the screening session of their films and encouraging a one to one meeting with the promoters and festival programmers of other international film festivals. The programme will operate under Raveendran, actor and convener of this programme.

“Malayalam film industry has a rich culture. We have made classic films for years that are worth marketing. The cultural revolution that took place in the state during the 70s and 80s has been well portrayed in films of yesteryears. What is lacking is a platform for exposure of these wide spectrum of films in the international arena”, said Mr.Raveendran.

Workshops, seminars

As part of the programme, various workshops and seminars for educating the film makers on the possible marketing ideas will be held at selected venues. The organisers have planned to open information centers at these venues which will provide details about the archives collections and various other sources of access to Malayalam films.

“The state government and authorities of the Kerala Chalachitra academy are keen to promote Malayalam films and have extended their whole hearted support to this initiative”, he added.

“There needs to be a proper marketing strategy for Malayalam films. In the limited amount of time in festivals like this, works of many film makers often go unnoticed. Through this programme, the film makers will be provided the required space to showcase their work to the international audience”, said Sujith, Co-ordinator of the programme. Malayalam movies with English subtitles will be selected for this and the DVDs of the films will be sent to promoters.

According to Mr.Sujith the initial response has been encouraging as more than seven film promoters from around the world have expressed their wish to join the programme. The move was also welcomed by the various members of the Malayalam film industry.