The Kerala Film Producers Association has decided not to get any advertisements published through the state’s media giant Malayala Manorama as the latter has considerably increased their advertisement rates. Manorama had increased their ad rates by around 10 to 15% from April 1 this year. “Other film industries, like the Tamil or Telugu film industry, do not depend majorly on newspaper advertisements for marketing their films. So I am sure that our decision won’t affect the market,” G Suresh Kumar, President of Kerala Film Producers Association, told The News Minute. “We had taken similar steps in the past too when Manorama increased their rates. The present high rates are not affordable for us,” he said. Kumar also said that the association will have a discussion with the media group soon to sort out the issue. He ruled out any negative effects the association may face on not advertising in one of the largest circulating dailies in the state. “Advertisements play a small role in the success of a movie. There is no necessity of flexes as well. If the movie is good, it will be a success and people will watch it. Even if you publish ads in all the Indian dailies, the movie could still be a flop,” Kumar added.