By Ayesha Khan 
Kochi, January 3: Nine days in, Sarvam Maya is still doing something most films struggle to manage after the first weekend. It is keeping theatres busy. Not with flashy claims or aggressive promotions, but with people simply turning up, show after show. The Nivin Pauly film has now crossed ₹40 crore in India net collections, and the talk around it does not sound like opening-week excitement anymore. It sounds steadier. More grounded.
At the same time, another update is quietly waiting in the wings. According to industry reports, the film’s OTT streaming platform is expected to be officially announced today. For now, though, the focus remains firmly on what is happening inside theatres.
A Christmas Release That Refused To Slow Down
Released on December 25, Sarvam Maya walked straight into the holiday season. That helped, no doubt. But holidays alone do not keep a film running strong into its second week. What has worked in its favour is word-of-mouth, the old-fashioned kind.
Trade figures quoted by Pinkvilla suggest the film collected close to ₹36 crore gross in Kerala within eight days. That number is significant because Kerala is where the film needed to work hardest. Once it did, everything else followed.
New Year’s Day turned out to be a big moment. The film reportedly collected ₹5 crore on January 1, nearly 30 per cent more than the previous Wednesday. Theatre owners say families and mixed-age groups dominated the shows. Many viewers were not first-timers. They were coming back with friends or relatives.
Across India, the film crossed ₹40 crore net by Day 9. Overseas markets have been equally kind, pushing the global total beyond ₹75 crore, with strong turnout in the Gulf and North America.
Why This Film Feels Different For Nivin Pauly
For Nivin Pauly, this run carries extra meaning. He has always been popular, but recent years have been uneven at the box office. Some films found praise, others faded quickly.
Now, trade analysts quoted by The Week say Sarvam Maya could become his first ₹100 crore worldwide grosser. That is not a small thing in Malayalam cinema, where only a handful of films ever reach that mark globally.
What seems to be working is restraint. Pauly does not overplay the role. He lets the character breathe. Audiences appear to have responded to that honesty more than anything flashy.
Another factor helping the film is timing. There are no major Malayalam releases until Pongal and Sankranti, giving Sarvam Maya a clear path through mid-January. For theatres, that breathing space matters.
OTT Announcement Expected, But Theatres Still Matter
While box office numbers continue to come in, attention has shifted to the film’s digital release. According to The Times of India, the OTT platform details are expected to be announced today.
The producers have stayed silent so far, and that seems intentional. Distributors often worry that early OTT announcements can affect footfalls, especially when a film is still running strong. Industry sources say the deal was closed earlier this week, with the price reflecting the film’s solid performance.
If the usual pattern holds, audiences can expect the film to arrive on streaming platforms after a four to six-week theatrical window.
A Simple Story With A Supernatural Twist
Directed and written by Akhil Sathyan, Sarvam Maya does not try to reinvent horror. Instead, it keeps things simple.
The story follows a young Hindu priest, played by Pauly, whose quiet, routine life is shaken when he encounters a spirit. What follows is not loud horror or constant scares, but a mix of humour, confusion, fear, and faith. The film leans more on situations than shocks.
That approach has helped it reach audiences who normally avoid horror films altogether.
Delulu, The Ghost Everyone Is Talking About
If there is one reason the film has travelled so well among younger viewers, it is Delulu, the ghost character played by Riya Shibu.
What could have been a gimmick turned into the film’s biggest talking point. Viewers across social media have called Delulu “the cutest ghost”, and the tag stuck. Clips, memes, and fan art spread quickly, pulling more people into theatres.
Trade observers say this kind of organic popularity cannot be planned. It either happens or it does not. In this case, it did.
Supporting roles by Preity Mukhundhan and Althaf Salim help keep the film balanced, especially when it shifts between comedy and emotion.
Solid Craft Without Show-Off
Produced by Rajeev Menon and Ajayya Kumar under Firefly Films, Sarvam Maya keeps its scale under control.
The music by Justin Prabhakaran supports the mood without overpowering scenes. The cinematography by Sharan Velayudhan keeps things grounded, even when the supernatural elements appear.
Nothing feels excessive. That seems to be part of the film’s strength.
What This Success Says About Malayalam Cinema
At a time when many mid-budget films struggle to survive beyond the first week, Sarvam Maya tells a different story. It suggests that audiences are still willing to come to theatres for original stories, especially when they feel familiar and rooted.
The film’s success also shows that horror-comedy, when handled carefully, can appeal across age groups. It does not need loud scares or heavy effects. It needs heart.
The Road Ahead
As the second weekend begins, the big question is how far Sarvam Maya can go. The ₹100 crore global mark is now a realistic target, not just hopeful talk.
The OTT announcement, expected today, will bring more attention. But for now, the film belongs to theatres. Seats are filling. Conversations are continuing. And for Nivin Pauly, this feels less like a lucky break and more like a long-awaited return to solid ground.
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- Ayesha Khanhttps://hindustanherald.in/authors/ayesha/
- Ayesha Khanhttps://hindustanherald.in/authors/ayesha/
- Ayesha Khanhttps://hindustanherald.in/authors/ayesha/
- Ayesha Khanhttps://hindustanherald.in/authors/ayesha/
