Premam (transl. Love) is a 2015 Indian Malayalam-language coming of age romance film written, directed and edited by Alphonse Puthren. Produced by Anwar Rasheed, it features Nivin Pauly and Sai Pallavi in the prominent roles. The plot follows George (Nivin) and his friends from their teens to adulthood. While George's first love turns out to be a disappointment, Malar (Pallavi), a college lecturer, rekindles his love interest. His romantic journey takes him through several stages, helping him find his purpose. The film also features an ensemble supporting cast including Madonna Sebastian, Anupama Parameswaran, Shabareesh Varma, Krishna Sankar, Siju Wilson, Ananth Nag, Vinay Forrt, and Soubin Shahir.
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The first look of Premam was unveiled on 24 January 2015, which featured a simple title logo designed in the shape of a butterfly.[56] In a unique promotional activity, the film does not have a trailer release instead, two video songs were released as a part of the film promotions. According to Gokul Nath, the head of social media marketing company DigiFaktory, for which Premam became their first venture, he stated that "From the very beginning, I and Alphonse [Puthren] had a need for an element of suspense. The aim was to present the film as the story of a young lover-boy and nothing else. Alphonse had a clear vision about the film, he knew how he wanted the film to be projected, what about it would draw audiences to the theatre."[57][58] However, a fan-edited trailer was released in November 2015.[59]
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."[78] 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."[79] Mythily Ramachandran of Gulf News called 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'."[80] 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."[81]
The Hindu reported, "Youngsters are literally mobbing theaters, cash registers are ringing without non-stop, theater owners are being pressured into squeezing in an extra show, and even recommendations are being made for tickets. Due to its right 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 hearts of Malayalis. The movie seems well on the expressway to becoming a cult movie."[87] 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.[87] Nivin Pauly and Sai Pallavi's performance was also appreciated by people inside the film industry.[6][102][103][104][105]
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