‘Su From So': How an unheralded Kannada film broke marketing norms to set box office records
However, three days after its theatrical release, Su From So has conquered every hurdle in its path to break box office records. It's a surprise hit of 2025. 'Three days ago, Su From So was an unknown project. Today, you have made it one of the most exciting films of the year,' Raj B Shetty, who co-produced the movie, wrote on social media.
The numbers associated with Su From So are mind-boggling. The film created history when one lakh twenty-seven thousand tickets got sold on the ticketing app BookMyShow on Saturday (July 26, 2025). No Kannada film has enjoyed this amount of ticket sales in a single day on the online platform. On Sunday, Su From So enjoyed more than 550 housefull shows across India, a terrific number considering the prolonged lull in the Kannada film industry in 2025.
Raj, apart from co-producing the movie, plays a prominent character in Su From So, but his role was kept a secret. The director of acclaimed films like Ondu Motteya Kathe and Garuda Gamana Vrishabha Vahana could have been the face of the film, but chose not to hog the limelight of a movie filled with fresh faces in Kannada. One video message from Raj proved to be game-changing.
'We know that you are tired of pre-release interviews and reactions from celebrity shows. We aren't doing them for our movie. We want you all to be our honest promoters. Watch our film and spread the word,' the actor-director had urged, as he announced paid-premiere shows in Shivamogga, Mysuru, Mangaluru, and Bengaluru.
Bharath Sudhama, co-founder of film marketing company The Big Little, feels Raj pulled off a coup with his statement. 'Saying you won't promote a film is itself a promotion. It means that you are telling the audience you are completely confident about your content. People walk into the theatres wanting to like the movie because of the bold step from the makers,' he analyses. 'It's like Upendra saying his film is only for the intelligent ones (bhuddivantharige maatra). Everybody would want to be known as intelligent to watch his movies.'
After avoiding the customary YouTube appearances, Su From So banked on their content to do the talking. The hilarious trailer and the peppy dance number, called 'Dank Anthem', had given the movie some advantage. Post its release, the outstanding word of mouth has bolstered ticket sales. 'We are getting requests for more shows,' Raj told reporters. On Sunday, 72 early-morning shows (EMS, before 9:00 am) were added in Bengaluru theatres, an unprecedented development.
Bharath says the industry must be cautious and not see this low-key promotion strategy as a formula. 'Minimal promotions might not work for another movie because it may not garner exceptional word-of-mouth in the initial phase. You can't criticise a team that opts for vibrant promotional methods just because one movie tasted success without promotional activities. Every film team has to find a unique option to suit its content,' explains Bharath.
Just like Kirik Party (2016), Kantara (2022), and 777 Charlie (2022), it's a team from the coastal Karnataka region that has resurrected a struggling industry with a refreshing subject aimed at entertaining the family audience. Su From So, directed by popular Tulu theatre artiste and film actor JP Thuminad, is a rip-roaring horror comedy set in a village in Dakshina Kannada. Marked by excellent performances, the film makes for a great community viewing, as it weaves an important message with a rooted presentation, maintaining the flavour of the backdrop.
ALSO READ: 'Ekka' movie review: Yuva Rajkumar gives his all to a script that doesn't reward his effort
'The film reminded me of my Sarkari Hiriya Prathamika Shaale Kasaragodu (2018),' said Rishab Shetty on X, referring to his third directorial, which was also a fine amalgamation of message and entertainment. Su From So, following a stupendous start, is set to go places. Dulquer Salman's Wayfarer Films will distribute the Malayalam dubbed version of the movie in Kerala from August 01, 2025. Anil Thadani's AA Films has bagged the North India distribution rights for the movie. Phars Film Co. LLC is in talks to release the movie overseas.
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