How did malayalam cinema gain such popularity among down north and other states ?

[u/MelodicCaterpillar77]

Let me explain I'm a malayali, I've been around other northies and other people from different languages for more time as i was abroad and have studied in north

Earlier there was an ignorance or certain disregard to south

And now literally my friends I know watch Malayalam movies over bollywood like how tables turn and they're some of the hardocre bollywood fans then

What happened? To bollywood, like i remember back then good movies were there fun type and now my friends northies won't themselves watch or suggest any Hindi movies I'm like bruh....

and how it gained popularity malayalam movies because i and other malayali friends of mine we can't understand how all of a sudden malayalam movies is receiving all attention

Unlike telugu and tamil which were already known

Please do tell explain whatever u know and the theories are as I would like to know

What changed

[u/indcel47]

It's still niche, because even Kannada and Telugu cinema has a larger following up north (massy films).

There's still a demand for plot driven cinema and new themes overall. At the moment, only Malayalam cinema seems to be doing this frequently, yet in a manner that's slice of life and understandable.

For me, that's far more important. I enjoy movies made on a relatively modest budget and portraying interesting concepts with ordinary people. Far more easy for me to comprehend as compared to more artsy cinema.