Mid-budget south films pull back from north India push

Several dubbed south Indian films have struck a popular chord with Hindi-speaking audiences and found box-office success in the past.

- Lata Jha

Only big-ticket, action-driven projects and dramas heavy on visual effects are seen to resonate with Hindi movie-goers.

(MINT)

Yet, makers of recent mid-budget Tamil, Telugu, or Malayalam movies such as The Girlfriend and Kaantha have refrained from aggressive distribution and marketing push in north India.

Even with stars Hindi audiences recognise, such as Rashmika Mandanna and Dulquer Salmaan, producers of small and mid-budget southern films often see little value in spending on a Hindi release, including dubbed versions, entertainment industry experts said. This is because only big-ticket, action-driven projects and dramas heavy on visual effects (VFX) are seen to resonate with Hindi moviegoers, limiting the appeal of niche cinema from the south. Instead, they opt to sell streaming rights and premiere on OTT within four weeks of the theatrical release. As a result, their Hindi versions, if they exist, aren't shown by north Indian national multiplex chains.