Regional films are waking up at the box office and the box office is ringing


NEW DELHI : Films in regional languages ​​such as Marathi, Tamil, Telugu, and Malayalam have managed to maintain impressive box office collections despite the large Bollywood cast since Diwali. Marathi movie Jhimma, for example ₹5.83 crore within two weeks of its release despite the 50% cap in Maharashtra and Hindi films such as Sooryavanshi and Antim – The Ultimate Truth run alongside.

Dulquer Salmans Kurup got the box office ringing like another Malayalam movie Jan-E-Man. Bengali sports drama Golondaaj was even dubbed in Hindi after a successful run in his home state. Trade experts say the word of mouth for these films has been positive and they have benefited from post-pandemic audiences looking for quality content, aside from the fact that there is significant “revenge viewing” when people are constantly visiting theaters, when they come once.

“Regional films have shown great strength not only during Diwali, but after the second release in various states with sales comparable to even those before the pandemic. The appeal for regional films remains strong and proportional to major Hindi publications, “said Ashish Saksena, chief operating officer, cinemas at ticketing site BookMyShow.

The company is increasingly observing the audience’s preference and focus on the quality of the content rather than the star cast especially for the regional market, Saksena said.

“In addition, regional films from the south have extremely compelling storylines, visual aesthetics, tighter scripts with a convincing cast that take cinema to a whole new level compared to Hindi and other languages. These films have shown a fantastic level of attraction, approaching pre-Covid levels, and given their reception in non-domestic markets, we expect the number of regional films dubbed in Hindi to increase as they are now voice- and effectively break down regional barriers, “he added.

Rajendar Singh Jyala, Chief Programming Officer at INOX Leisure Ltd, said the release of Hindi films has no impact on regional markets as local films come first for them and Hindi is considered beyond. Rahul Puri, Managing Director of Mukta Arts and Mukta A2 Cinemas, said that some single screens in interior regions make regional cinema much better and automatically prefer to show that content when it is available.

“Regional cinema is back in a big way and could see normal levels of business by the end of January,” said independent trade analyst Sreedhar Pillai, adding that December marks the month of sports releasing for both Hindi and Hollywood films big test will be theater ’83, Superhero movie Spider-Man: No way home and science fiction action film The Matrix Resurrections.

Both sectors still have to fully catch up. On the other hand, Tamil science fiction action thriller Maanaadu released late last month made phenomenal progress, despite heavy rainfall in Chennai city.

Meanwhile Malayalam film Jan-E-Man what started with one show in most cinemas grew to four with word of mouth. Dulquer Salmaan’s crime thriller Kurup deserved it ₹50 crore worldwide within the first week despite the 50% seating limit in Kerala.

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