The concept of pan-India movies has gained traction with filmmakers and actors promoting their movies beyond Telugu states. But apart from big-budget movies like Pushpa 2 and Kalki 2898 AD most Telugu movies have did not make an impact outside their home market.
Mainly the actors who don’t hold a robust market within the Telugu states akin to Nani and Naga Chaitanya are aggressively marketing their movies in lots of languages. Up to now, they’ve not got any box office success. Take the case of Nani traveling throughout India to advertise his movies Hi Nanna and Saripodhaa Sanivaaram. These movies barely brought in anything when released in Hindi. Similarly Kiran Abbavaram’s Ka didn’t go well within the Malayalam market despite his all efforts.
Naga Chaitanya’s recent release Thandel has performed exceptionally well in Telugu states and overseas but its Tamil, Malayalam and Hindi versions have did not generate significant revenue. It’s even visible that the earnings from these markets were so low that they may not even cover the flight expenses of the actors during promotions.
These repeated failures has the necessity for mid-range actors to take into consideration their pan-India strategy. They need to initially deal with projects with universal appeal. This may be higher than blindly releasing movies in multiple languages. Because concentrating on script can genuinely attract a wider audience.
While pan-India promotions sound exciting but success is determined by content that resonates across cultures. Until then mid-range actors might have to rethink their marketing approach and consider strengthening their core market before expanding further.
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