Mumbai: At a time when new releases are struggling to draw large crowds to theatres, Asianet Movies has stepped forward to support the film industry.

‘Oru Padathinu Poyalo’, a special onam campaign created by Asianet Movies, invites audiences to return to theatres to experience a cinematic experience available only on big screens. The campaign revolves around reminding audiences of the magic of cinema and encouraging them to watch new releases in theatres.

This campaign was launched in collaboration with the Kerala Film Producers Association.

Asianet executive director Kishan Kumar said, "Since inception, Asianet Movies has taken pride in Malayalam cinema and always stood for its betterment. The underlying motive for this campaign was our comprehensive understanding of the constant challenges faced by creators, artists, producers, distributors, and theatre owners."

He added that this is the first time a television network has launched a campaign to increase theatre attendance and combat piracy.