Noted Malayalam filmmaker Lijo Jose Pellissery‘s recent film Jallikattu got released on digital within a month of its theatrical release, and though the dazzling film is crafted in a way to be best consumed at the cinemas, this quick digital release will definitely help it to reach far and wide to many who have been wanting to experience the film, given the interest it has already generated with its critical acclaim and positive word of mouth. In fact there is much to learn from Malayalam and Tamil cinema how well integrated is their digital strategy in the overall distribution planning of their films, which has helped them to move ahead of the curve to gain much wider national/global following and appreciation. Jallikattu is no exception.
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