Malayalees
all
around
the
world
are
in
a
festive
mood
as
Onam
is
fast
approaching.
Shopping,
visiting
friends
and
relatives,
floral
decorations,
grant
onasadhya
served
in
banana
leaves
with
various
dishes,
curries,
payasam
and
prathaman...!
It
is
celebration
all
the
way!
Kerala
is
engulfed
by
a
no-holds-barred
festive
spirit
and
Onam
is
hardly
a
few
days
away!
Like
all
other
festivals,
Onam
also
looks
like
a
marketing
hungama
where
everybody
is
prepared
to
use
this
season
as
the
biggest
opportunity
to
pull
in
the
maximum
revenue
possible.
Everything
we
attach
to
Onam
is
commercialized
and
Onam
has
a
huge
market
today.
Major
Malayalam
TV
channels
have
already
started
their
best
efforts
to
meet
the
set
targets.
It
is
said
that
the
money
that
advertisers
shell
out
for
a
period
of
10
days
is
equal
to
the
amount
they
normally
spend
during
a
three-month
period.
According
to
some
sources,
the
total
ad
market
for
the
Onam
season
is
approximately
valued
at
Rs.
150
million.
Television
grabs
more
than
half
of
it,
approximately
Rs.
80
million.
Coming
to
movie
releases,
traditionally
we
expect
the
arrival
of
some
of
the
best
films
from
all
top
stars
during
this
season,
as
Onam
is
considered
one
of
the
best
seasons
to
release
a
Malayalam
film.
Unfortunately,
superstars
are
not
keen
torelease
at
least
a
movie
this
year
due
to
the
coinciding
of
Ramzan
days
(September
2
to
October
1
or
2)
with
the
Onam
season
(From
September
10
to
14).
In
other
words,
no
major
star
in
Malayalam
is
ready
to
invest
this
year
in
Onam,
this
so-called
biggest
festival
of
Kerala,
which
will
see
poor
collections
in
theatres,
as
people
(mostly
in
Malabar)
keep
away
from
cinema
as
a
part
of
their
fasting
in
this
season.
Both
Mammootty
starrer
Maya
Bazaar
and
Mohanlal
starrer
Kurukshetra
have
been
pushed
to
Perunal
day
either
on
October
1
(Ramzan)
or
2
(Gandhi
Jayanthi)
or
Dassera
holidays
(October
7
to
12).
In
fact,
Mammootty-Mohanlal
fans,
who
love
to
watch
movies
of
theirs
favourite
stars
in
theatres
along
with
their
families,
are
totally
disappointed
to
have
no
releases
in
this
Onam.
Onam
used
to
be
the
biggest
feast
for
them
in
the
theatres,
but
not
this
year!
The
only
relief
is
that
Mollywood
will
have
a
few
releases
in
this
Onam
from
some
secondline
stars,
who
do
not
have
too
many
marketing
strategies
to
play.
Two
Prithviraj
movies,
Thalapavu
directed
by
Madhupal
and
Thirakatha
directed
by
Renjith,
are
releasing
on
the
same
day,
September
12.
The
other
major
releases
are
Jayaram's
Parthan
Kanda
Paralokam,
Vinoo
Mohan's
Sultan,
Robin
Thirumala's
Chembada
and
Sureshgopi's
Thavalam.
All
are
in
the
final
touch-up
stage
to
get
into
theatres
for
Onam.