Kunal Sawhney, senior vice-president at Carnival Cinemas added that big-ticket titles such as Master are likely to get great traction in north Indian states such as Indore, Ahmedabad, Jalandhar and Mumbai that plenty of students and professionals have migrated to from southern India.
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Trade experts point to the massive popularity of the dubbed Hindi versions of these films on satellite television channels and familiarity that audiences have built with top actors on TV and social media.
“South Indian movies have an aura of their own, and therefore will definitely have a role to play in the overall recovery process of the industry," Jyala added. “As we have clear visibility of the release announcements of some major south Indian titles, the performance of these films will not only help us resume the (recovery) cycle, but would also generate confidence in the industry for other content producers to plan their releases," said Rajender Singh Jyala, chief programming officer at INOX Leisure Ltd.
Tamil film Soorarai Pottru was also the second most trending film on Google in India in 2020. These films are generating buzz across the country is evident in the fact that the 10 most tweeted about movies in 2020, according to data from Twitter, are movies in south Indian languages, including some upcoming titles for 2021 such as Master.
Exhibitors point to the mass appeal of these commercially entertaining films that they hope will reach out to audiences across geographies, including the north Indian belt.
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