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Historically, Kerala was a tough market for Bollywood. Unlike the Hindi heartland or even parts of Karnataka and Tamil Nadu, Kerala boasts a literacy rate of nearly 96%. This educated, discerning audience was rarely satisfied by the "masala" formula that worked in the North. For decades, a Bollywood film would open in multiplexes in Kochi only to be driven out within a week by a new Malayalam release or a dubbed Hollywood superhero film.

In Kerala, the entertainment calendar is secular. While Onam brings the big Mollywood releases, is reserved for the biggest Bollywood spectacles. Salman Khan’s Bharat or Aamir Khan’s Dangal —you’ll find packed theaters in Malappuram and Kochi, with audiences cheering Hindi dialogues as loudly as Malayalam ones. Www kerala mallu masala com

The turning point arrived with the "New Wave" of Bollywood. Films like Gangs of Wasseypur , Queen , and Piku began finding a niche audience in Kochi and Trivandrum. But the real explosion of happened post-pandemic, catalyzed by the pan-India success of KGF 2 (Kannada) and RRR (Telugu), which taught Bollywood that the Kerala audience craves event cinema. Historically, Kerala was a tough market for Bollywood