The Malayalam film industry stayed away from the marquee during Diwali and let Shah Rukh Khan's Hindi film Ra.One and Tamil films - Suriya's 7 aum Arivu and Vijay's Velayudham -- dominate all the theatres in the state.
But the Tamil stars have gauged the potential of the Kerala territory. Vijay was in Kochi a few days before the release of Velayutham for its official trailer launch.
The hero received an overwhelming response as hundreds of eager fans waited for hours outside the theatre for a glimpse of the Ilaya Thalapathi, as he is popularly known. Vijay later told the media, "The kind of response I have received here is absolutely exciting. I just feel like being in Tamil Nadu considering the huge turnout of fans here."
The presence of Malayali girl Saranya Mohan in a prominent role in Velayudham has perhaps given more reason for Malayalis to cheer about.