While 2022 really wasn’t the best year for Bollywood, the same can’t be said for movies from South India. Movies like ‘RRR’, ‘KGF 2’, ‘Karthikeya 2’, and ‘Kantara’ have been wreaking havoc at the Hindi belt’s box office, even pushing out films of Hindi superstars from screens. It seems Varun Dhawan and the team of ‘Bhediya’ is trying to do the exact opposite- get their film to the south- that too by active marketing!
As per reports, the ‘Bhediya‘ team will be prioritizing major cities in the South as well as a stop during their marketing trips for events. They are expected to visit Hyderabad, Bangalore, and Chennai. The last time a major Bollywood star made a trip down south may be Ranbir Kapoor’s visits during ‘Brahmastra’ promotions. Will Hindi films do the same magic in the south that south language films do in the north is the question on everyone’s mind.
While Hindi films do well in selected theatres they are released in, the South is not a major earning belt for the films despite the humongous number of theatres, especially single screens available. While it is not expected that Bhediya will earn big bucks and become a blockbuster down south, it is a step forward for the trend of Hindi stars coming down south for their films.
Besides Ranbir Kapoor, Kangana Ranaut, and a few others, not many Hindi stars try to actively promote their films in South Indian cities. With biggies like ‘Tiger3’ and ‘Pathaan’ on the way, it would be interesting to see if the trend will follow then as well. With South films and stars having widened their audience in the Hindi belt, it is time Hindi stars find ways to appeal more to and widen the audience for their films down south, thereby increasing their market and popularity.
It would go a long way in unifying the different film industries into one single film industry- the ‘Indian film industry’.
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