A sequel to the 2019 Mohanlal-starrer Lucifer, L2: Empuraan, is all set to be the next Malayalam blockbuster with an expectation of crossing Rs 20 crore at the box office on Day 1.
The immense anticipation for the sequel, hitting the silver screen six years after the first film, has sparked a frenzy among advertisers to book cinema ads. Ahead of the movie’s release, the entire 20 minutes of ad inventory across at least 300 screens in the Kerala market are sold out.
The movie is expected to revive the cinema advertising momentum in theatres, filling the gap left after the release of Pushpa 2: The Rule last December. Pushpa 2: The Rule had contributed Rs 100 crore to cinema AdEx in 2024. “It may become the KGF or the Baahubali of Malayalam cinema”, an industry leader remarks.
According to The Ormax Box Office Report: 2024, Malayalam Cinema crossed the Rs 1,000 Cr milestone at the India Box Office in 2024.
“The industry's footfalls also nearly doubled (88% growth) compared to 2023, driven by the success of films like ‘Manjummel Boys’ and ‘Aavesham’, which performed well not only in Kerala but also in neighbouring states like Tamil Nadu and Karnataka," the report stated.
More than 350 brands across categories have booked cinema ad spots across theatres in Kerala. Industry observers note that the number is in triple digits because of the growing interest from non-cinema brands eager to associate with the movie.
Key categories showing interest in running cinema ads during L2: Empuraan include TV channels, jewellery, steel, auto, textile & clothing, and homes & construction materials. Some of the prominent brands dominating the ad inventory include Euro Guard, Zee Keralam, HEIM TV, Royal Enfield, Toyota, Otto Clothing, Jayalaxmi Silks, Jos Alukkas and Bhima Jewellers.
“In addition to the usual contributing categories, sectors like BFSI, education, and industrial are showing increased interest and contributing significantly to the ad spend," shares Srinivasan Kandaswamy, Associate Vice President - Sales - TN and Kerala, Qube Cinema Network. He highlights that the response to ‘Empuraan’ has been phenomenal, especially considering that Lucifer was a massive hit. “With the summer vacation and Vishu festival around the corner, we anticipate even higher traction
for Empuraan, making it one of the most significant releases of the season,” he says, predicting a massive success for the movie.
Sachiin Gupta, National Sales Head, UFO Moviez adds, “The film is expected to break records. The pre-opening numbers are a testament to that.” Further, sharing insights into the public sentiment around the movie, he says, “Fans are excited for Lucifer 2 coming after 6 years. All the shows are sold out. Some colleges and offices have even declared a holiday on March 27!”
Out of the 700+ screens in Kerala, Qube Cinema Network holds exclusive ad rights for 350 screens, while UFO Moviez controls ad rights for 300 screens. The list includes iconic, premium and popular theatres such as Georgettan's Ragam, Palaxi Cinemas, Aries Plex SL Cinemas, and ARC Coronation.
The ad inventory for the movie has been strategically restricted to only 10 minutes per break to ensure an optimal balance — delivering impact for advertisers while maintaining an engaging experience for the audience. In light of the PVR Inox controversy, where the theatre chain was fined for showing too many ads, this move is expected to preserve the viewer experience and avoid any potential regulatory scrutiny while delivering value to brands.
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