Director Zakariya and team opted for a simple promotional strategy, relying mostly on social media in addition to the usual outdoor ads. The biggest hit of the year, Sudani from Nigeria ran for more than 100 days in theatres. The success of the following titles bears testament to these facts. And newbie filmmakers realised that they no longer need superstars to sell their films. Malayali audiences no longer fall for exaggerated claims. But hype or no hype, at the end of the day, everything boiled down to content. 2018 was the year of small films which won over audiences in spite of minimal hype.
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