Dhoomam is a film where the audience is left confused as to where the anti-smoking public service advertisement which precedes every movie ends, and where the actual movie begins. Because, the film itself is a long public service advertisement on the ill effects of smoking. Dhoomam struggles to live up to its lofty intent.
Early on in the movie, Avinash (Fahadh Faasil), the marketing head of a major tobacco firm, pitches the idea for flashy anti-smoking awareness advertisements with popular stars. The idea behind it is to produce the opposite effect of the stated intent - that is to induce more people into smoking. The idea becomes a success as the company’s sales shoot up. But Dhoomam, the movie, on the other hand, would actually make people quit smoking as no one would ever want to sit through something as dull as this again.
Director Pawan Kumar, who debuted with the inventive Kannada film Lucia a decade back, enters the Malayalam industry with Hombale Films, the producers of the KGF franchise and Kantara. While he used a supernatural story to deliver a public service message in U Turn, he attempts a thriller with Dhoomam.
