In January 2025, out of 28 Malayalam films released, only Asif Ali’s Rekhachithram turned a profit, with the industry losing Rs 110 crore in a month, as per Kerala Film Producers Association. For 2024, the industry released 200 films with only 24 achieving financial success, resulting in losses of Rs 600-700 crore. Actors pocket 60% of production budgets and walk away unscathed when films tank, only to demand higher fees for their next project, according to G Suresh Kumar, vice-president of the Kerala Film Producers Association (KFPA). The producer alone bears the crushing weight of failure, he says.