A viral analysis by content creator Mani Karthik has sparked discussions about the marketing strategy behind Prithviraj Sukumaran’s latest directorial venture, Empuraan. According to Karthik, Prithviraj employed what he terms as “shock marketing”—a technique that doesn’t just promote a film but deliberately triggers societal debates to keep audiences engaged. This, he claims, was the main reason behind the movie’s mammoth domestic earnings of Rs 70 crore within 7 days.
This is not the first time a movie has gained popularity from the political crosshairs it’s caught in. Previously, The Kerala Story earned Rs 242.20 crore nett and Rs 288.33 crore gross at the Indian box office. The Kashmir Files grossed Rs 340.92 crore worldwide, making it the third highest-grossing Hindi film of 2022, according to media reports. Karthik claims that Empuraan incorporates politically charged elements, including references to the Gujarat riots and the Mullaperiyar dam dispute between Tamil Nadu and Kerala. He suggests that this intentional provocation led to widespread discourse, with political parties taking opposing stances. BJP leaders who initially praised the film later distanced themselves, while Congress figures defended it. The Left, too, came out in support.
Karthik argues that this controversy led to what he calls the “activation of echo chambers,” where social media and news channels amplified the conversation, ensuring the film stayed in the spotlight without traditional advertising.
BJP Kerala chief Rajeev Chandrasekhar has suggested that the controversy surrounding L2: Empuraan may have been a deliberate publicity stunt by the film’s producers. He also blamed Kerala Chief Minister Pinarayi Vijayan for escalating the issue into a political debate. Initially interested in watching the sequel to Lucifer, Chandrasekhar later decided against it, citing reports of 17 edits and Mohanlal’s own reservations about the film. The controversy intensified as right-wing groups accused the movie of distorting history and misrepresenting their beliefs, prompting the filmmakers to announce cuts, including scenes related to the 2002 Gujarat riots and violence against women.
“The initial buzz may not have been intentional, but the team is making the most of it- using the controversy to draw more eyes to the film. Honestly, that’s a clever move. When done right, shock marketing doesn’t just grab attention makes people feel something, even if it’s a bit of outrage. It gets people talking and keeps them engaged. And as audiences get harder to impress, I wouldn’t be surprised if more brands and marketers start leaning into this bold approach,” Deepmala, founder and CEO, The Visual House said.
Karthik points out that the attempt to suppress elements of the film only made it more sought after, citing the Streisand effect, where efforts to conceal information instead make it more visible. He suggests that audiences flocked to theatres not just for entertainment, but out of curiosity about the controversy surrounding the film.
However, film business analyst Girish Johar offers a different perspective. He believes that while marketing strategies can create buzz before a movie’s release, they have little impact once it reaches theatres. “A film’s success ultimately depends on its audience. In the case of Empuraan, it has performed well in the southern regions and overseas, though its reception in the northern belt has been weaker. Box office numbers are dictated by audience preference rather than critical or trade reviews. The film’s ability to connect with viewers is what truly matters,” he added.
Shankar B, CEO of Fourth Dimension Media Solutions, attributes the film’s success to changing audience preferences. He notes that Malayalam cinema gained immense recognition during the pandemic for its gripping thrillers, but an overabundance of crime and suspense films left viewers craving something different. “Empuraan filled that gap perfectly. It’s a mass entertainer with a stellar cast—Mohanlal, Prithviraj, and Tovino—that pulled in fans organically. Unlike Bollywood, which often relies on South Indian remakes, Malayalam audiences demand fresh content, and Empuraan delivered,” he said. Whether the controversy was deliberate or incidental, what remains undeniable is the film’s impact, one that has extended far beyond the silver screen.