While there have been some recent hits from Bollywood, there’s quite a gap between the collections of the Hindi-dubbed versions of south Indian films and Bollywood movies, film trade analyst Komal Nahta says. More Hindi film studios need to do it with more consistency,” he adds. “Big studios like Yash Raj Films release their films like Dhoom, Tiger Zinda Hai, etc., in Tamil- and Telugu-dubbed versions. He insists that Bollywood stars haven’t marketed themselves well in south Indian markets. We really need to learn from them about how not to alienate anybody,” says Akshaye Rathi, Director of Aashirwad Theatres, a Nagpur-based film exhibition and distribution business. Down South, they tell the same tales in a way that a common man can understand and enjoy them. “For many years, Hindi films have gone urbane and elitist. Of course, later there were hits like Bhool Bhulaiyaa 2 that raked in Rs 262 crore, says IMDb data, while this year’s biggest Hindi commercial success, The Kashmir Files, made Rs 340 crore, globally.Įxperts believe that in the past few years, Bollywood started losing its sheen, with the pandemic only aggravating it. By the time theatres re-opened, there was nothing worthwhile for Bollywood to showcase compared to the south Indian films. According to media consulting firm Ormax Media, with few major Hindi releases during the pandemic years, Hindi cinema’s share of box office collections fell from 44 per cent in FY19 to just 27 per cent in FY21. Regional films don’t get that kind of premium,” he explains. “Around 20-30 Bollywood films had a digital premiere during the pandemic, and south Indian films didn’t get that chance because OTT platforms preferred Hindi films. On the other hand, those who couldn’t wait, had to go for an OTT release. They should have been delayed but our partners had been waiting for two years to release, due to the pandemic,” he adds. “ Attack clashed with RRR, while Jersey came opposite KGF2. While Gada has backed recent hits like Gangubai Kathiawadi and Hindi-dubbed versions of RRR and Vikram, he has also seen losses on films such as Attack, Jersey, Chehre, and Bell Bottom, among others, in the last two years.
They forgot about the single-screen audience.” Single-screen films (that target the lowest common denominator) were diminishing, and more multiplex films were being made in Bollywood. Sitting in his seventh floor office in Mumbai’s Andheri West, Pen India Chairman & MD Jayantilal Gada, 60, offers some context: “For the last 10 years, we were building multiplexes, that’s why the films were reflective of that audience. 'Bhool Bhulaiyaa' was another top Hindi film this year.
0 kommentar(er)
