Nivin Pauly and Sai Pallavi in "Premam" posterFacebook/ Premam

Nivin Pauly's latest release "Premam" is said to be the biggest blockbuster of the year.

According to reports, the film's continued successful run at the box office is poised to make it the biggest grosser in Malayalam cinema.

Though official numbers of the movie's box office collection in the second weekend are yet to come out, trade sources confirm that the earnings of the movie doubled in the second weekend from the first weekend.

According to trade analyst Sreedhar Pillai, the response has been so good that some theatres are having six shows a day.

Some unofficial sources have put the movie's box office collection at ₹2 crore on Sunday, taking the overall gross collection to cross ₹15 crore in Kerala.

"Premam" has taken Malayalam cinema by surprise with the kind of reception it has been receiving.

"What's really unique about the movie is that it's having a repeat second show at midnight in many cinemas to manage the huge rush something unheard of in Mollywood for long. People are braving the rains and even travelling to nearby districts to watch the film," P. V. Basheer Ahamed, president of the Kerala Film Exhibitors Federation, told The Hindu

"Premam" has again proved that content is king when it comes to a film's success. 

"Premam", directed by Alphonse Putharen, had opened to overwhelming response in Kerala. Besides Nivin Pauly, the film has been appreciated for the performance of its lead actors Anupama Parameshwara, Sai Pallavi, Madonna Sebastian, Krishnan Shankar, Sabareesh Varma, Renji Panicker, Vinay Forrt, Soubin Sahir, Wilson Joseph, Jude Anthany Joseph and Maniyanpilla Raju.