As per the Confederation of Indian Industry, South Indian films accounted for a substantial 62 percent of the total box office revenue in 2021. Experts predict that this trend will continue to gain momentum. For instance, the Hindi-dubbed version of "KGF: Chapter 2" alone generated an impressive Rs 435 crore in total box office earnings. This success story is not limited to a single film; other South Indian movies like "RRR" and "Pushpa: The Rise Part-1" have also joined the prestigious Rs 100-crore club in terms of box office collections. "RRR" accumulated a remarkable Rs 265 crore, while "Pushpa: The Rise Part-1" achieved close to Rs 106 crore.
According to a report by EY-FICCI, in 2019, South Indian cinema's domestic box office earnings were at Rs 4,000 crore, whereas Hindi films recorded Rs 5,200 crore. However, fast forward to 2021, and the scenario has undergone a significant shift. South Indian movies amassed Rs 2,400 crore in revenue last year, while Hindi films saw a decrease, generating Rs 800 crore.
How did this transformation come about? The lockdowns and restrictions imposed due to the pandemic forced cinemas nationwide to halt their operations. As a result, there was a substantial increase in people turning to over-the-top (OTT) platforms to satisfy their need for entertainment. Unlike the traditional practice of watching movies in theaters, this shift introduced audiences to a diverse array of viewing choices, including content from regions they may have had limited exposure to. Subtitles played a pivotal role in bridging the language gap, allowing viewers to explore films in various languages. Since then, the growth in this regard has been remarkable. According to a previous Moneycontrol report, Tamil, Telugu, Malayalam, and Kannada films shattered all viewership records on Amazon Prime Video in 2021. Notably, 50 percent of the audience for these films came from regions beyond their respective home states.
Before the pandemic, the phenomenon of hero worship was prevalent in Indian cinema. However, the onset of the pandemic brought an abrupt shift in this trend. People came to the realization that good content, regardless of the language or the actors involved, was the primary factor that mattered. This shift fundamentally transformed the landscape of Indian cinema, underscoring the paramount importance of content.
It is now evident that content reigns supreme. Audiences today are drawn to compelling narratives and have increasingly become indifferent to specific genres or star power. The audience's connection with a film hinges on the quality of its content. Consequently, the current trend in the industry is marked by two possibilities: a film can captivate audiences across languages and generate substantial revenue, or it can falter, with few patrons showing up for screenings beyond the initial day. The first-day reviews by movie critics worldwide often seal the fate of a film, making it imperative for films to resonate with audiences from the outset.
This emerging trend holds considerable promise as it signifies a reduced reliance on remakes, with each film striving to deliver original content. This shift is poised to inject fresh creative energy into the film industry, paving the way for an influx of innovative talent. Consequently, the entertainment sector is set to witness an abundance of original and captivating content.
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