A New Dawn for Women in Malayalam Cinema: AMMA President Shwetha Menon's Landmark Initiative

In a groundbreaking move set to redefine the working landscape for women in Malayalam cinema, newly elected AMMA (Association of Malayalam Movie Artists) President Shwetha Menon has announced a pivotal initiative: the implementation of fixed working hours for female artists and technicians. This visionary step addresses a long-standing challenge within the industry, promising a much-needed shift towards professionalism, respect, and work-life balance.

For too long, the glitz and glamour of the film industry have masked grueling realities, particularly for women.

Unpredictable and excessively long working hours, often stretching to 18-20 hours a day, have been a significant barrier. These strenuous schedules not only take a toll on physical and mental health but also make it exceedingly difficult for women to manage personal and family commitments, leading to disproportionate sacrifices and, at times, exploitation.

Shwetha Menon's proposal is a direct response to these systemic issues, aiming to create an environment where talent can thrive without compromising well-being.

Menon's leadership signals a fresh era for AMMA, with a strong emphasis on the welfare and empowerment of its women members. She has articulated a clear vision: to standardize working conditions in Malayalam cinema, bringing them in line with other organized sectors where clear boundaries and fair practices are the norm.

This isn't merely about setting a clock; it's about fostering an ecosystem of respect, ensuring dignity, and acknowledging the invaluable contributions of women across all facets of filmmaking.

The successful implementation of fixed working hours will require robust collaboration and understanding from all stakeholders.

Shwetha Menon has expressed her commitment to working closely with various organizations, including the Film Employees Federation of Kerala (FEFKA), producers, directors, and technicians, to forge a consensus and establish a practical framework. This collaborative spirit is crucial to integrate the new system seamlessly into existing production schedules and industry practices.

This initiative represents more than just a change in policy; it's a cultural shift.

By prioritizing the well-being and professional rights of women, Malayalam cinema is poised to become a more inclusive and attractive industry for female talent, both in front of and behind the camera. It’s a bold statement that the era of relentless, unchecked working hours is giving way to a more humane, equitable, and sustainable model, ensuring that the passion for cinema can coexist with a healthy, respectful life.