The films of South India are not alone cutting mullahs in their domestic markets, but have also had a successful run in cinemas across the country. Whether they are Tamil, Telugu, Canadian or Malayalam films, they have all found an audience in the Hindi zone. This trend of local films operating in India has seen an upward trend since theaters reopened in October following a national lockdown due to the coronavirus. And, now with the release of Vijay’s Beast and Yash’s KGF Chapter 2more movie theaters are expected than any recent Bollywood movie.
Bollywood superstar Salman Khan, who has made many superheroes, can not understand why Hindi movies do not attract so much audience in the south as southern films do in the north. Film trade analyst Taran Adarsh has an answer. He believes that the praise for the success of regional cinema stems from the “healthy entertainment” they offer. Commenting on the tendency of southern films to dominate the box office, he said: “These films offer healthy entertainment and at the same time push the envelope.”
KGF 2 is a huge success at the box office. (Photo: Hombale Films / YouTube)
KGF 2 actor Yash believes that this change did not happen overnight. Audiences in the north have taken their own sweet moment to get acquainted with the narrative style of southern filmmakers. In an interview with Bollywood Life, the actor said: “What worked today was that people became familiar with the way we narrated, our cinema, so it did not happen overnight. This has been there for a few years and finally, they started to understand the content, the expression of the direction and everything. “And then we got a direct link to Baahubali, SS Rajamouli sir, Prabhas took that initiative and it was followed by the KGF – it also came in with a commercial angle.”
The actor also feels that a lot has to do with credibility. Taran Adarsh agreed and said: “Hindi movies are not of interest beyond the Bandra to Versova crowd. What about the rest of India? What about those who thirst for healthy entertainment? “It’s time for the people of Bollywood to wake up.” The trade expert believes that the country still accepts “films bigger than life” if they are given “the right feeling and history”.
RRR earned 1000 crore worldwide. (Photo: DVV Entertainment)
Reiterating a similar sentiment, film analyst Akshaye Rathi said: “The Hindi film fraternity really needs to lift its socks so that the largest potential audience is not spiritually alienated.” He firmly believes that Hindi filmmakers, who have previously delivered mega-blockbusters such as Sooryavanshi, Tiger Zinda Hai, Bajrangi Bhaijaan and Dangal, have the potential to create cinemas for audiences across the country.
After the pandemic, by Allu Arjun Pushpa: The Rise cut 108.26 crore all over India without any promotion. Later, SS Rajamouli’s RRR earned Rs 240.79 crore in India and over Rs 1,000 crore worldwide. KGF 2 started its journey at the box office with a high note with the collection of the first day 134.5 crore in India.
Film producer and commercial expert Girish Johar concluded, “We really need to look inside that these films do not just work, they work without any huge promotion strategy. It’s a concentrated effort at a different level. “
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