Ichayan Nivin Pauly's Premam - The Sensation of South India - Towards 250 magical days!!

Premam released on 29 May 2015 in India with 85 screens in Kerala, followed by the release on 11 June in the UAE and 12 June in the US. The film received positive critical response, with critics praising the film's direction, actor performances, humour and technical aspects including cinematography, editing and songs. The film completed more than 224 day run in Chennai, Tamil Nadu.[4][5]

In June 2015, a pirated version of Premam appeared online. The copy had a watermark indicating that it was a "censor copy", or a copy intended for censor board officials to review prior to the film's release. Premam's producer, Anwar Rasheed, threatened to resign from Film Producers Association citing their lack of action after the leak was discovered.[42][43] The police arrested three teenagers in connection with the case, believing them to be involved with film piracy groups.[44][45][46][47] Later cinema theatre owners protested against the piracy issue by shutting down the theatres.[48]

IB Times's reviewer Nicy V.P rated the film 5/5 and stated: "Premam is nothing but entertainment at its best and the movie deserves nothing less than a standing ovation." About the technicalities of the film, she said: "They are just flawless. From background score, songs, sound departments, art, cinematography, editing, costumes and others have come together to make Alphonse Putharen's dream a reality."[7] Akhila Menon ofFilmibeat called it "Entertainment, Entertainment and Entertainment" and rated 3 out of 5 stars. She praised the cast performances, direction, music, editing and visuals saying "Alphonse Puthren, who has handled the script and direction, successfully brings out a perfect entertainer, with a very light yet interesting storyline and the perfect blend of comical elements. The director surely deserves a great applause for the courage and confidence he shows to choose the simple themes and different narrative patterns for his movies. The songs and background score is completely young and fresh". And concluded "A perfect light-hearted entertainer, which is just for entertainment, entertainment and entertainment".[49] Veeyen of Nowrunning.com rated the movie 3.5 out of 5 and wrote: "'Premam' elevates Alphonse Puthren onto a pedestal of sharp film makers who have figured out the actual potential of the medium that cinema is. And in their competent hands long-standing tales assume ground-breaking forms and enthuse the viewers in ways and manners never seen before. Much more than an unabashed crowd-pleaser, which it surely is, 'Premam' is a bracingly alive film where almost everything, seems to have fallen right into place."[50] Sify.com rated the film 3.5 in a scale of 5 and said, "Premam is all for some genuine fun and perhaps, a few nostalgic moments as well for 80's and 90's generation. It's a lengthy ride for sure, but it will leave you wanting for more".[51] Paresh C Palicha of Rediff.com rated the film 3 in a scale of 5 and said, "With Premam, Alphonse Putheran proves that he has the knack of presenting themes that have blockbuster written all over."[52] Aswin J Kumar of The Times of India rated the film 3.5/5 and said that Premam is a "movie with a high likeability quotient because it unearths the beauty in trifles."[53] Litty Somin of Malayala Manorama rated 3 out of 5 stars and highly appreciated Alphonse Puthraren's direction, cinematography, music, lead performances, editing and humour. "The simple story is told with amazing visuals. It is humour at its best", "the director has rightly kept his word of expecting nothing big and aptly sticks with the tagline 'The second film in the history of world cinema with nothing fresh'", says the reviewer.[54]

S. R. Praveen of The Hindu said, "Alphonse Puthren's understanding of the medium is evident and he does not appear to try hard at any point." He praised Putharen's script, saying, "The strong point of Alphonse's script is its humour, which is very organic and does not stick out as a separate track."[55] Rejith RG of Kerala Kaumudi said, "Filled with unforgettable moments, characters and song sequences, Premam is a delight to watch. It's after a long time that we got to see such a hugely enjoyable Malayalam film."[56] Mythily Ramachandran of Gulf Newscalled it "A delightful entertainer with Nivin Pauly in the lead" and said, "Premam is a fun film, a simple love story of the boy next door, like its tagline that reads 'nothing extraordinary in it'."[57] Pramod Thomas of The New Indian Express concluded his review saying, "'Premam' is a watchable flick for its realistic treatment of the plot, performance of the newcomers, wits, good songs and for Nivin Pauly."[58]

The Hindu reported, "Youngsters are literally mobbing theatres, cash registers are ringing without stop, theatre owners are being pressured into squeezing in an extra show, and even recommendations are being made for tickets. Due to it timing in bringing the film onto the screens after a long dullness in the mollywood industry, this love-fantasy film is well accepted in the heart of malayali's. The movie seems well on the expressway to becoming a cult."[59] P. V. Basheer Ahamed, president of the Kerala Film Exhibitors Federation, said that a similar euphoria was last seen when Mohanlal-starrer Narasimham hit theatres in 2000.[59]

[60][61] The film and Nivin Pauly's performance was also appreciated by people inside the Malayalam film industry.[6][62][63]

In Apsara theatre in Kozhikode, a group of audience turned violent and vandalized after some minor technical snag disturbed the screening of the film. The violent mob went on a rampage within minutes and the screening was suspended. The screen was torn apart and chairs were destroyed in the melee. The ruckus continued even after the police reached the spot and resorted to lathi charge. A police officer was injured in the clash. Seven youngsters were taken into custody in connection with the incident.[64]

At least 60 students of various local colleges were caught on Monday, 15 June, by the police for bunking classes to watch Premam. The police action was a part of Operation Gurukulam following complaints that students of various schools and colleges were skipping classes to watch the film.[65] The demand for the tickets led Premam to be the film with maximum additional shows in theatres after Narasimhamstarring Mohanlal.[66]

The film ran for 230 days in Tamil-Nadu at Escape Theater situated on Escape Avenue making it one of the few Malayalam films which has run continuously in Tamil Nadu. [67]

 

Anamika ‏@NameFieldmt

Was there a single IT company in Chennai last week where there was no black shirt-veshti set of wannabe Nivin Paulys doing the ethnic thing?

 

The true Pan-India Sensation

 

70% booked for Tomorrow..THE 235th day

 

Kiduve

 

Kiduve

 

Just imagine the status premam has achieved in TN. Even the trolls/memes are borrowing from the movie