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Premam
File:Premam Poster.jpg
Theatrical release poster
Directed byAlphonse Putharen
Written byAlphonse Putharen
Produced byAnwar Rasheed
StarringNivin Pauly
Madonna Sebastian
Sai Pallavi
Anupama Parameswaran
Shabareesh Varma
Krishna Shankar
Vinay Forrt
CinematographyAnand C. Chandran
Edited byAlphonse Putharen
Music byRajesh Murugesan
Production
company
Anwar Rasheed Entertainments
Distributed byA & A Release (India)
Release date
  • 29 May 2015 (2015-05-29) (India)
Running time
165 minutes
CountryIndia
LanguageMalayalam
Budget₹4 crore (US$480,000)[1]
Box officeest. ₹65.5 crore (US$7.8 million)[2][3]

Premam (English: Love) is a 2015 Indian Malayalam coming-of-age musical-romantic comedy drama film written, edited, and directed by Alphonse Putharen. It is a three-part portrait of the lead finding his true love. Produced by Anwar Rasheed under Anwar Rasheed Entertainment. The film stars Nivin Pauly, Madonna Sebastian, Sai Pallavi, and Anupama Parameshwaran in the lead roles along with a supporting cast of Shabareesh Varma, Krishna Shankar, Vinay Forrt and Soubin Sahir. The film features 17 debutant actors. Rajesh Murugesan composed the music and background score.

Premam released on 29 May 2015 in India with 85 screens in Kerala, followed by the release on 11 June in the UAE and 12 June in the US. The film received positive critical response, with critics praising the film's direction, actor performances, humour and technical aspects including cinematography, editing and songs. Produced at a budget of ₹4 crore (US$480,000) the film grossed an estimated sum of ₹65.5 crore (US$7.8 million) worldwide.

The film completed a 200 day run in Chennai.[4][5]

Plot

In 2000, George (Nivin Pauly), a 16-year-old pre-degree student, develops an unrequited love for Mary (Anupama Parameshwaran), the so-called "prettiest girl" in the region of Aluva. George and his friends Shambu (Shabareesh Varma) and Koya (Krishna Shankar) follow Mary and her sister Celine (Eva Prakash) around every day. George decides that he wants to propose to Mary, and Shambu and Koya accompany him to do so. However, George does not propose quickly enough, and is heartbroken to know that Mary is in relationship with a different boy, also named George. The final scene of this stage ends in 2002 where George, Shambu and Koya feel depressed realising that they have failed in their pre-degree final examination.

Three years later, in 2005, George and his friends enroll in college where he becomes a notorious rowdy. While ragging the newcomers, George and his friends meet Malar (Sai Pallavi), a new lecturer in their college, who is a Tamilan. George falls for her and seemingly gets her to feel the same about him. Simultaneously, George's college teacher Vimal Sir (Vinay Forrt) also falls for her. In 2006, Malar goes to visit her family in Kodaikanal, accompanied by her cousin, Arivazhagan (Ananth Nag). It is then announced in the college that Malar met with an accident and that she has resigned from her post in college. George and his friends travel to Kodaikanal and George is again left heart-broken when Malar doesn't recognise him. Apparently, she had lost her memories of her relationship with George due to the injury she suffered in the accident. Later Malar marries Arivazhagan.

In 2014, George, now in his 30s, is a rough character who runs a cafe with his childhood friend Jojo (Willson Joseph). George meets 22-year-old Celine (Madonna Sebastian) in his cafe and falls for her, not recognizing that she was the girl who used to walk home from school with Mary every day. Despite the age difference, George decides to propose to Celine, but he is again disappointed when he learns that she is engaged to a man named Ronnie Varghese (Alphonse Putharen). Ronnie is a cocaine-addict who insults Celine continuously, and as a result the engagement is called off. Ronnie's obsessive behavior in pestering Celine upsets George, and in response, he gathers his friends Jojo, Shambu and Koya, and they beat up Ronnie at his dilapidated hangout.

After that, George marries Celine. During their marriage reception, Malar arrives with her husband, Arivazhagan. They bless the couple and Malar refuses to reveal what happened in the past and seems content that George is happy at last with Celine (which also hints that she has recovered her memories by then).

Cast

Production

After the success of the bilingual thriller Neram (2013), writer-director Alphonse Putharen announced his next project which also stars Nivin Pauly, titled Premam. Which was said to be produced by director Anwar Rasheed.[8] The discussion and scripting of Premam began in 2014 January and filming began in July 2014.[9][10] Later, they announced the film will feature three heroines,[11] and invited applications from girls between age 16 and 25, specifying that "We don't need girls who don't know to speak Malayalam". Later they released an ad in September 2014 saying the film needs two heroines and are looking for aged between 15 to 22 and that "Both of them should know to speak Malayalam and English fluently and should have a very good smile".[12] Director Jude Anthany Joseph appeared in a cameo role in the film.[13]

The director Alphonse said that, the film will have great importance to the songs, and will feature a number of songs. The film introduced 17 new actor in the Malayalam film industry.[14] Rajesh Murugeshan who has previously composed music for Alphonse's Neram was roped as the music composer.[15] Filming wrapped up in November 2014.[16][17]

Marketing

The first look poster was released on 11 February 2015. The poster had the title written in the shape of a butterfly, along with a caption in Malayalam which means "The second film in the history of world cinema with nothing new".[18] The poster designed by Tuney John went viral in social medias. "The works for Premam started last February (2014). More than 20 posters were designed but we weren't satisfied. It was during October, after watching some initial shots of the film that a spark of designing the title like a butterfly hit me. Moreover, the word is a common and cliched one, it was a challenge to design with an entirely different and catchy style. Even the colour scheme for the butterfly was decided after trying out many colours and I wanted to give a retro feel in the background and hence the bluish green colour of the 90s era," says Tuney.[19]

All the audio songs released prior to the film release went viral in internet.[20] On 22 April 2015, video for the song "Aluva Puzha" sung by Vineeth Sreenivasan was released and became chart topper.[21] The song called "Malare" was released on YouTube and received 1 million hits within 14 hours of release and trended on social networking platforms.[22][23]

Music

Untitled

The original soundtrack and background score were composed by Rajesh Murugesan,[15] who had collaborated with Alphonse Putharen in the film Neram.[24] Shabareesh Varma, beside singing, wrote the lyrics for five of the six songs.[25][26][27] Anirudh Ravichander sung the last song, Rockaankuthu.[28] The soundtrack album was released on 26 March 2015.

As a marketing strategy the song "Malare" was released later.[29]

Writing for The New Indian Express, music critic Vipin Nair noted, "The Neram team's (Alphonse Putharen-Rajesh Murugesan-Shabareesh Varma) sophomore effort in Premam is almost as impressive, but for an occasional let down by the vocal choices.".The lyrics for seven songs from the movie were written by Shabareesh Varma[30] Apple Music has called the soundtrack as "Best Malayalam album".[31]

No.TitleLyricsSinger(s)Length
1."Aluva Puzha"Shabareesh VarmaVineeth Sreenivasan3:03
2."Kalam kettu Poi"Shabareesh VarmaShabareesh Varma2:47
3."Pathivayi Njan"Shabareesh VarmaShabareesh Varma,Rajesh Murugesan3:31
4."Scene Contra"Shabareesh VarmaShabareesh Varma2:26
5."Kalippu"Shabareesh VarmaMurali Gopy, Shabareesh Varma3:02
6."Rockaankuthu"Pradeep PaalarAnirudh Ravichander3:01
7."Malare"Shabareesh VarmaVijay Yesudas5:16
8."Chinna Chinna"Shabareesh VarmaRanjith, Aalap Raju2:18
9."Ithu Puthan Lokam"Shabareesh VarmaShabareesh Varma,Rajesh Murugesan3:46
Total length:22:26

Release

The film was originally scheduled to release on 22 May 2015 but postponed to 29 May to clash with another Nivin Pauly starrer film Ivide and Tamil film Masss. Premam was one of the most awaited film of the year.[32] A & A Release distributed the film in India, the film opened in 85 screens in Kerala and outside the state it released in Bangalore, Pune, Mumbai, Coimbatore, Gujarat, Hyderabad, Mysore, Vizag, Delhi, Mangalore, Manipal, Chennai and Goa.[33] The UAE release was held on 11 June, and it became the first Malayalam film to be released in 43 screens there.[34][35] Great India Films distributed the film in United States in 25 locations released on 12 June.[36][37] Indienwood distributed in Europe while Tricolor Entertainment released the film on 11 June in Australia.[38][39] Blue Planet Entertainment Ltd, a film production and distribution company handled the release in UK.[40] Singapore Coliseum released the film in Singapore on 13 June.[41]

Piracy

In June 2015, a pirated version of Premam appeared online. The copy had a watermark indicating that it was a "censor copy", or a copy intended for censor board officials to review prior to the film's release. Premam's producer, Anwar Rasheed, threatened to resign from Film Producers Association citing their lack of action after the leak was discovered.[42][43] The police arrested three teenagers in connection with the case, believing them to be involved with film piracy groups.[44][45][46][47] Later cinema theatre owners protested against the piracy issue by shutting down the theatres.[48]

Reception

Critical response

IB Times's reviewer Nicy V.P rated the film 5/5 and stated: "Premam is nothing but entertainment at its best and the movie deserves nothing less than a standing ovation." About the technicalities of the film, she said: "They are just flawless. From background score, songs, sound departments, art, cinematography, editing, costumes and others have come together to make Alphonse Putharen's dream a reality."[7] Akhila Menon of Filmibeat called it "Entertainment, Entertainment and Entertainment" and rated 3 out of 5 stars. She praised the cast performances, direction, music, editing and visuals saying "Alphonse Puthren, who has handled the script and direction, successfully brings out a perfect entertainer, with a very light yet interesting storyline and the perfect blend of comical elements. The director surely deserves a great applause for the courage and confidence he shows to choose the simple themes and different narrative patterns for his movies. The songs and background score is completely young and fresh". And concluded "A perfect light-hearted entertainer, which is just for entertainment, entertainment and entertainment".[49] Veeyen of Nowrunning.com rated the movie 3.5 out of 5 and wrote: "'Premam' elevates Alphonse Puthren onto a pedestal of sharp film makers who have figured out the actual potential of the medium that cinema is. And in their competent hands long-standing tales assume ground-breaking forms and enthuse the viewers in ways and manners never seen before. Much more than an unabashed crowd-pleaser, which it surely is, 'Premam' is a bracingly alive film where almost everything, seems to have fallen right into place."[50] Sify.com rated the film 3.5 in a scale of 5 and said, "Premam is all for some genuine fun and perhaps, a few nostalgic moments as well for 80's and 90's generation. It's a lengthy ride for sure, but it will leave you wanting for more".[51] Paresh C Palicha of Rediff.com rated the film 3 in a scale of 5 and said, "With Premam, Alphonse Putheran proves that he has the knack of presenting themes that have blockbuster written all over."[52] Aswin J Kumar of The Times of India rated the film 3.5/5 and said that Premam is a "movie with a high likeability quotient because it unearths the beauty in trifles."[53] Litty Somin of Malayala Manorama rated 3 out of 5 stars and highly appreciated Alphonse Puthraren's direction, cinematography, music, lead performances, editing and humour. "The simple story is told with amazing visuals. It is humour at its best", "the director has rightly kept his word of expecting nothing big and aptly sticks with the tagline 'The second film in the history of world cinema with nothing fresh'", says the reviewer.[54]

S. R. Praveen of The Hindu said, "Alphonse Puthren's understanding of the medium is evident and he does not appear to try hard at any point." He praised Putharen's script, saying, "The strong point of Alphonse's script is its humour, which is very organic and does not stick out as a separate track."[55] Rejith RG of Kerala Kaumudi said, "Filled with unforgettable moments, characters and song sequences, Premam is a delight to watch. It's after a long time that we got to see such a hugely enjoyable Malayalam film."[56] Mythily Ramachandran of Gulf News called it "A delightful entertainer with Nivin Pauly in the lead" and said, "Premam is a fun film, a simple love story of the boy next door, like its tagline that reads 'nothing extraordinary in it'."[57] Pramod Thomas of The New Indian Express concluded his review saying, "'Premam' is a watchable flick for its realistic treatment of the plot, performance of the newcomers, wits, good songs and for Nivin Pauly."[58]

Audience response

The Hindu reported, "Youngsters are literally mobbing theatres, cash registers are ringing without stop, theatre owners are being pressured into squeezing in an extra show, and even recommendations are being made for tickets. Due to it timing in bringing the film onto the screens after a long dullness in the mollywood industry, this love-fantasy film is well accepted in the heart of malayali's. The movie seems well on the expressway to becoming a cult."[59] P. V. Basheer Ahamed, president of the Kerala Film Exhibitors Federation, said that a similar euphoria was last seen when Mohanlal-starrer Narasimham hit theatres in 2000.[59]

[60][61] The film and Nivin Pauly's performance was also appreciated by people inside the Malayalam film industry.[6][62][63]

In Apsara theatre in Kozhikode, a group of audience turned violent and vandalized after some minor technical snag disturbed the screening of the film. The violent mob went on a rampage within minutes and the screening was suspended. The screen was torn apart and chairs were destroyed in the melee. The ruckus continued even after the police reached the spot and resorted to lathi charge. A police officer was injured in the clash. Seven youngsters were taken into custody in connection with the incident.[64]

At least 60 students of various local colleges were caught on Monday, 15 June, by the police for bunking classes to watch Premam. The police action was a part of Operation Gurukulam following complaints that students of various schools and colleges were skipping classes to watch the film.[65] The demand for the tickets led Premam to be the film with maximum additional shows in theatres after Narasimham starring Mohanlal.[66]

Box office

File:Premam 200 Days Poster.jpg
Premam 200 Days Poster

The film earned a gross of ₹1.43 crore (US$170,000) in Kerala in its first day of release.[67] According to trade analyst Sreedhar Pillai, the net collection in Kerala in 3 days is approximately ₹5.60 crore with a distributor share of ₹3.50 crore.[68] But Rediff.com reported a ₹2.35 crore collection within the first four days.[69] Sreedhar Pillai also reported ₹10.3 crore (US$1.2 million) as the film's collection in Kerala alone within the first week of release, adding that it broke the previous records of Drishyam and Bangalore Days.[67][70] However Gulf News reported, it collected ₹4.5 crore (US$540,000) at the box office in the first week in India.[71] P. V. Basheer also said that the film "would have earned a gross of about ₹5 crore in a week of its release in Kerala, with a distributor share close to ₹3 crore."[59]

The earnings doubled in the second weekend from the first weekend.[72] The film garnered a producer share of ₹11 crore (US$1.3 million) in two weeks and became the most profitable film produced by Anwar Rasheed.[73] The gross collection from Kerala theatres crossed ₹20 crore (US$2.4 million) in 14 day (June 12) of release.[74] The film experienced a 90% to 100% theatre occupancy in the third weekend. In Eranakulam city the film grossed ₹66 lakh (US$79,000) in two weeks from Shenoys, Padma and Sridhar theatres.[36] It grossed ₹30 crore (US$3.6 million) in 25 days, which is a record in Malayalam film industry.[66] It collected an estimated sum of ₹60 crore from the box offcie.[3]

The film was released on 12 June in 25 locations in the US distributed by Great India Films. The opening day gross was $26,000 and has collected over $97,000 in three days in the country.[36] The US collection reached $106,000 in 4 days, giving tough competition to Bollywood and Tamil cinemas at the US.[75] In two weeks, collection reached $150,000.[22] The film collected $159,398 in second weekend from Australia.[76]

Legacy

Premam became one of the cult classics in Malayalam cinema. The female leads and their makeover had created a trend among youngsters. The film has been subjected to various praises and criticisms too.[77]

References

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  46. ^ Premam piracy row: Kerala Police arrest three students
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  56. ^ Rejith RG (9 June 2015). "The sensational Premam !!!". Kerala Kaumudi. Trivandrum. Retrieved 10 June 2015.
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  59. ^ a b c G. Krishnakumar (7 June 2015). "Premam is in the air". The Hindu. Retrieved 8 June 2015.
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  77. ^ "Premam: Love, red and violent curls: The Hindu". The Hindu. Retrieved 24 December 2015.
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