"There seem to be quite a few wonderful films being made in Tulu these days. We watched a couple of them ourselves," Keshavanna from the neighbouring house remarked to Bailumane Sundaranna.
"Hmmm, Keshavanna. Earlier, even if only one film was released in a year, everyone knew about it. Now, some films are released and disappear without many people even noticing," Sundaranna replied.
In an age when social media has extended its reach to virtually every corner of the world, Sundaranna's observation reflected a sense of quiet irony and concern.
Indeed, the situation in the Tulu film industry has changed significantly. What was once an industry that saw one or two releases a year now witnesses a film almost every month, and sometimes even two releases in a single month. Coastalwood has transformed considerably. Bigger films are being produced, actors from other language industries are joining Tulu projects, renowned technicians are working on Tulu films, Kannada production houses are investing money, and even Bollywood singers are lending their voices to Tulu songs.
Yet an important question remains: Is enough being done to nurture and support an industry that appears ready to grow into a strong and sustainable cinema ecosystem?
The first half of 2026 is nearing completion. In just five months, six Tulu films have been released. While one film released each month on average, April saw two releases. The year began with Kattemaar, followed by Non Veg, Birduda Kambala, 90 ML, Dev Das Na Leela, and most recently Gajanana Cricketers.
Of these six films, only one can confidently be called a hit. Gajanana Cricketers, starring Vineeth Kumar, exceeded expectations and entered the hit list. One or two others showed promise but reportedly failed to generate substantial returns for producers. Some releases passed almost unnoticed.
Good films, but where are the hits?
Quality films are being made in Tulu, and the number of releases is increasing. But why is the success ratio not improving? Is one hit out of six enough? If producers repeatedly face losses, will they continue investing in new projects? If not, where does the industry go from here?
The most common answer being heard is simple: promotion.
The industry continues to rely heavily on traditional publicity methods despite changing times. Many film teams still follow old promotional models. This needs to change. In several cases, when a film is released, people outside the film fraternity are not even aware of its existence. If audiences do not know about a film, how can they be expected to visit theatres?
The challenge of a limited market
One of the biggest concerns is the limited market. Tulu cinema is largely confined to Dakshina Kannada, Udupi, and Kasaragod districts. Even within this market, Tulu film releases in Kasaragod are relatively rare, while areas such as Kundapur in Udupi district offer little commercial market for Tulu cinema.
In such circumstances, attracting audiences to the available theatres becomes even more important.
Promotion centred only on Mangaluru
Most film-related activities are conducted in Mangaluru. However, when promotions are also limited to Mangaluru, audience reach naturally remains restricted.
A premiere show in Mangaluru and visits to a few shopping malls may generate local buzz, but how will audiences in places like Puttur or Karkala learn about the film? At times, a film that receives considerable attention in Mangaluru remains virtually unknown elsewhere.
Some Tulu films are released in Gulf countries, including Dubai. However, Mumbai-home to a large Tulu-speaking community that actively supports Yakshagana and Tulu theatre-does not see Tulu film releases in similar numbers. Tulu audiences outside the region are willing to support films; what is needed is a more focused effort to reach them.
Spend on promotion too
The budgets of Tulu films have increased in recent years. Producers are investing crores of rupees, and modern filmmaking technology is being used extensively. Yet when it comes to promotion, spending often becomes a concern.
Making a film is one challenge; releasing it effectively is another. Unfortunately, the importance of marketing and publicity is still not receiving the attention it deserves.
The belief that "my film is good and the content will speak for itself" is admirable. Word-of-mouth publicity remains one of the most powerful marketing tools. However, it takes time. The first week's box-office collection is crucial. Given the limited number of theatres and competition from major films in other languages, relying solely on word-of-mouth can be risky.
Strong promotion before release can bring audiences into theatres from day one, ultimately helping producers recover their investments.
Some films take years to complete before reaching theatres. By then, audience tastes and trends may have changed. Proper planning and timely release strategies are therefore equally important.
Premiere shows as a booster
One promotional strategy that has consistently worked for Tulu cinema is the premiere show.
When audiences attend a premiere and return with positive feedback, others become interested in watching the film. Recently, one film skipped the premiere-show route and opted for a direct release. The outcome, however, did not meet expectations.
The need for OTT platforms
In today's OTT era, language is no longer a barrier. Tulu films can reach audiences far beyond Tulu Nadu.
Gajanana Cricketers is being released in Kodagu and Bengaluru, while the premiere of Kajja was held in Mysuru. If such efforts become regular, the challenge of a limited market can gradually be overcome.
One of the biggest problems facing Tulu cinema today is the lack of satellite and OTT acquisitions. Only a handful of films have secured satellite rights. Recently, Jai was acquired by a prominent OTT platform, but most films do not have access to such opportunities.
This highlights the need for a dedicated OTT platform or stronger digital distribution support for Tulu-language content. Government intervention and policy support may be necessary in this regard.
Reaching the audience matters
Making a film is never easy. It requires years of effort, commitment, and collaboration. Those who work tirelessly to create a film should not become indifferent when it comes to releasing it.
A carefully prepared feast has value only when people get the chance to enjoy it. Likewise, the years of effort invested in a film gain meaning only when audiences experience it and appreciate it.
A dream born in a director's heart becomes reality through the efforts of many like-minded individuals. When that dream is finally ready to bloom and spread its fragrance far and wide, it should not be allowed to wither through neglect. Promotion and audience outreach are not optional extras-they are essential parts of the journey.
Keerthan Shetty Bola