The rise of star-driven mass masala films (e.g., Pulimurugan ) sometimes overrides cultural nuance for box office returns, leading to formulaic action and item numbers that feel alien to Kerala’s grounded ethos.
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: High-performing films in 2024–2025 included Premalu , Manjummel Boys , and Aavesham . The rise of star-driven mass masala films (e
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Filmmakers began using Kerala’s geography—its backwaters, paddy fields, and traditional architecture—not just as a backdrop, but as an active element that defined the characters' identities.