Abstract: This study examines the transformation of promotional tactics within the Tamil Film Industry (Kollywood) and their subsequent impact on audience behavior during the digital decade of 2015–2025. The research analyzes how modern strategies—specifically Instagram Reels, influencer reviews, meme marketing, and controversy management—influence ticket booking decisions and the "Modern Box Office Paradox." Based on primary data from 100 respondents in the Coimbatore region, the study applies statistical tools including Percentage Analysis, Chi-Square tests, and descriptive interpretation. The findings indicate a significant shift from "Content-driven" to "Perception-driven" success, where 60% of discovery occurs via short-form video. While aggressive marketing successfully drives "First Day First Show" (FDFS) collections, the study reveals a growing "trust deficit," with 85% of audiences skeptical of manufactured hype. The study concludes that while digital tools are essential for discovery, sustainable success in the post-pandemic era requires a balance between viral "hook steps" and narrative quality.

Keywords: Tamil Film Industry, Modern Marketing, Audience Perspective, Instagram Reels, Influencer Marketing, Meme Culture, Box Office Paradox.

Downloads: | DOI: 10.17148/IARJSET.2026.13348