The latest development in the multifaceted conflict in the Malayalam film industry is a proposal of theatre owners taking up direct film production. The idea is to literally kidnap the industry from the present set of producers. This could be in all its probability, materialized soon for the current practice is to take advance money from them for production and distribution of films, a proxy process continuing for a number of years. The theatre owners will have a choice on the selection of artists and technicians thus doing away with those who disobey them. But there are a number of negative aspects to this idea, the main being assuring production of good artistic and quality films.

Barring a few theater owners have not shown considerations for artistic quality of films produced. All they are interested is in box office collection. Artistic quality is only a secondary thing for the exhibitors. Theaters in rural and suburban areas used to show sleazy scenes in between on a regular basis. Last year even some class one theaters in important cities have tried their luck on soft porn films when Shakeela films became money-spinners.

Generally exhibitors and distributors are known for their ability to measure the pulse of the mass but are ignorant of good cinema. The mass themselves go for below average movies. Exhibitors always are with them. They generally do not risk their chances on good quality films.
The same psychology is going to work in the production of films also.
The proposal is to form a society and share rupees three to four lakhs for production of films. A 160 theater owners in Kerala have lined up behind this idea now. A minimum of four crores rupees could be collected. This could be used for producing three films with more number of prints to distribute among them.

Financially a good proposal but Malayalam cinema as an art form will have to pay a heavy price.