Malayalees has been turning to other language movies with the complains about no quality movies coming up in Mollywood. And when some quality movies comes up once in a while, they ignore them citing that they haven't noticed them. Similar is the case of 'Arun Kumar Aravind's 'Ee Adutha Kalathu'. The movie has fetched good critical reviews and maximum ratings but is finding it tough to survive in the theatres. Though with good word of mouth, the movie has been reduced to half the number of theatres of its release within a week from its release. Poor marketing also adds to the performances of the movie, which was definitely one that could have made good returns from the theatres itself. It is high time to present with some promotion and marketing techniques to save the film, or else it will end up as another classical case of a good movie failing in the B O.

More disastrous is the case of Siddharth Bharathan's debut movie 'Nidhra' which has been reduced to less than fifteen centres in its second week, though with good word of mouth.