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Pan-India success seems to be flagging for South Indian films
Mint Mumbai
|January 06, 2024
South Indian films, particularly Tamil and Telugu, saw a decline in their pan-India box office appeal in 2023, in stark contrast to the success seen in the Hindi heartland in 2022.
The past year did not see southern studios investing in aggressive marketing or distribution in north India, unlike that seen for RRR, KGF: Chapter 2, and Kantara, theatre owners said. Stars such as
Rajinikanth, Vijay and Ajith anyway refrain from participating in marketing campaigns in these markets.
There could be some fatigue with the South Indian action film template, as is evident in the collections of Prabhas' release Salaar which earned a tad over 132 crore from its Hindi version, at last count.
This story is from the January 06, 2024 edition of Mint Mumbai.
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