Keralites’ start-up opens new revenue stream, ‘Malaikottai Vaaliban’ posters turn a hit

R Roshan

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A screengrab of the film poster

A Bengaluru-based startup led by Malayalis is bringing new energy to the film industry, which is seeking new revenue streams at the time of decline in theatre collections. The venture Root ( offers metal movie posters, collectibles, memorabilia, and augmented reality (AR) experiences.

The limited-edition metal poster for the new Mohanlal-Lijo Jose Pellissery film 'Malaikottai Vaaliban’ is already creating waves in the film industry. Posters signed by Mohanlal and Lijo were made available through auction, with all 25 posters selling within days. According to Root co-founder Ashiq Rahman, the posters can be stored for a long time or resold in the future.

The company has also released posters for 'Pookalam' and '1744 White Alto'. These digital means not only provide a new source of income, but also help in promoting films. The founders are now preparing to transform the platform into a social media platform for entertainment, including movies. Root is a recent venture started by Ashiq Rahman from Kochi, Nithin Shaji from Thrissur, and Vishnu Satish from Thodupuzha, who were all colleagues in the Bengaluru office of the American company Truecaller.

The market for digital and non-digital (figital) collectibles in the Indian entertainment industry is expected to reach Rs 8,200 crore ($1 billion). Therefore, Ashiq says that the company aims to become a leading player in this field, not only in the film industry, but also in other entertainment fields such as sports.

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