In the week leading up to the theatrical release of Empuraan, actor and filmmaker Prithviraj Sukumaran embarked on an extensive promotional tour alongside the film's lead, Mohanlal. Occasionally, they were joined by other cast members such as Indrajit Sukumaran, Tovino Thomas, and Manju Warrier; however, the primary responsibility for the promotional efforts rested with Prithviraj and Mohanlal.

During one of the promotional interviews, Prithviraj was questioned about the distinctions between Hindi and Malayalam cinema. He noted that Hindi films are often expected to deliver grand spectacles, whereas Malayalam cinema tends to favor narratives grounded in realism. He explained that the success of any major masala entertainer can be attributed to its ability to connect with the audience on a deeper level.

Expanding on his point, the actor-filmmaker referenced Shah Rukh Khan’s Jawan as an example of a major film characterized by impressive visuals while also conveying a significant social message. He stated, “Merely presenting scene after scene of aesthetically pleasing cinematography and production design will not ensure a film's success. In Malayalam cinema, we have always believed that content should be the foundation of any project. Having worked across various industries, I find that Malayalam cinema uniquely stands out, as it is still the only industry where projects are initiated by writers,” he shared with Bollywood Bubble.

He further explained that the writer conceptualizes the story and subsequently approaches a director or actor to present the idea. “Following this, the writer collaborates with the director or actor to determine the remaining cast, crew, and even the film's producer. The prominence of writers as a central force has preserved the essence of our films, which heavily depend on the written narrative,” he remarked.

Prithviraj highlighted that the presence of writer Murali Gopy during the promotional activities for Empuraan was surprising for the media, as they are not used to seeing writers participate in publicity events. He believes this serves as a valuable lesson for the Hindi film industry and questions the absence of influential writers like Salim-Javed in contemporary cinema.

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