The marketing objective
With the launch of Tamil and Telugu movies such as Paava Kathaigal, Pitta Kathalu, Jagame Thandhiram and Navarasa, Netflix indicated a revamp in their content strategy to tap into the South Indian market. With the launch of Minnal Murali, Netflix was placing another huge bet in the regional movie space.
Set in the 90s, Minnal Murali (translated as Lightning Murali), is an origin story of Jason, an ordinary man-turned-superhero Murali, who is struck by a bolt of lightning, which bestows him with special powers.
Minnal Murali was touted to be Malayalam cinema's first Superhero film in a...