Coastweek -- Several
big budget movies, including one for Rs 300 crore on Karna and
another Rs 1,000 crore movie based on Bhima, have been launched on
the same model.
For a long time, the
Indian film industry was neatly divided into Hindi and regional
But as regional
filmmakers begin to package their films to suit a more national
audience with better production values, neat subtitling and
dubbed versions and, in a small but growing number of cases,
multilingual productions, geographical barriers are fast coming
And this has big
national brands such as Airtel, Nestle, Mondelez (Cadbury), Coca
Cola, Pepsico and even Chinese brands such as Oppo showing a
greater interest in associating with films made in Tamil, Telugu
and other Indian languages apart from Hindi.
How are regional
film makers reeling in the new opportunities?
Most are taking the
dubbing route, but not just into Hindi.
Movies made in
Marathi are being dubbed in Tamil and Telugu and vice versa.
Ditto for movies made in Bengali and Malayalam.
representatives said that dubbing of Telugu movies has become so
popular and rampant that other languages contribute 20 to 30 per
cent of revenues earned.
Prabhas in Baahubali: The Conclusion.
COURTESY OF: REDIFF.COM
Conclusion clocked around Rs 1,500 crore (Rs 15 billion)
in box office collections and earned around Rs 1,000 crore
(Rs 10 billion) from non-Telugu languages, both Indian and
actor and producer, who starred in both Baahubali movies,
sees immense potential in regional films crossing state
boundaries. He looks at scripts that can be adapted to
“There are a
lot of languages in India, but then there are a lot of
similarities among states and cultures as well. So now
when I look at a script, I also think what other languages
it could be adapted in,” he says.
Baahubali was a story that would have appealed to the
nation, but it was scripted in Telugu. The next project I
am working on is based around Andhra politics, but will
also find appeal in Tamil Nadu, and so we’ll be dubbing
the film in Tamil as well,” he adds.
which released earlier this year, was another such project
that Dagubatti championed.
The film was shot
simultaneously in Telugu and Hindi and had actors from Bollywood
and Telugu films.
Rana Dagubatti in Ghazi Attack.
PHOTO COURTESY OF:
Baahubali: The Conclusion into Hindi and by releasing
internationally, in their local languages, we widened the
audience base quite a bit,” says Shobu Yarlagadda, producer of
So far, the movie
has been dubbed into Hindi, Malayalam, Portuguese, Spanish,
Mandarin, Taiwanese, Japanese, Korean and German.
The dubbing and
remaking in the south is largely driven by Telugu and Tamil
movies, but is now sweeping Kerala, a comparatively smaller
a Mohanlal starrer reportedly completed with a budget of around
Rs 25 crore (Rs 250 million), clocked in over Rs 100 crore (Rs 1
billion) in box office with support from other languages.
The film was dubbed
into various languages including Tamil and Telugu.
Several big budget
movies, including one for Rs 300 crore (Rs 3 billion) on the
epic character Karna and another Rs 1,000 crore movie based on a
novel Randamoozham about the life of Bhima, have also been
launched on the same model.
driven movies have started to perform well, says G Adiseshagiri
Rao, chairman, Padmalaya Group.
Rajinikanth in Kabali.
PHOTO COURTESY OF:
Apart from southern
languages, dubbed Marathi movies are attracting audiences in
Chennai, said the owner of a multiplex in the city.
But the numbers are
still not as large as that of Tamil and Telugu movies.
The Marathi film
industry is keen to break into this market though.
‘Our role has been
to identify this differentiated content understanding, thus
creating and presenting such films which have been the driving
factory of this growth,’ Nikhil Sane, business head, Marathi
film division at Zee Studios, was quoted in a KPMG-FICCI report
The growing national
appeal of regional films is having a ripple effect.
More dubbed versions
are bringing in larger audiences and more brands and that is in
turn, encouraging more film makers go down the same road.
Almost all the big
movies in Tamil Nadu released in 2016 and 2017 were dubbed in
is another example.
Apart from Tamil,
Telugu, Hindi the movie is dubbed in Malay (Malaysia) too.
movie Kaala will also be released in Tamil, Telugu and Hindi.
The Telugu dubbed
versions of Tamil movies like 24 and Pichaikaaran have performed
better in the neighbouring states than Tamil Nadu.
The regional movie
industry, many believe, is taking a cue from Hollywood and its
success with language subtitling and dubbing in India.
According to the
KPMG-FICCI report, over the last two, three years, nearly 40 per
cent of the English releases have been dubbed in at least one
Tapping into the
multi-language market with dubbed and sub-titled movies helps
production houses not only reach a wider audience, but also
address the problem of falling ticket sales.
It also gives them
greater leverage with brands because companies are increasingly
interested in vehicles that offer them deeper inroads into the
market beyond Hindi and English speaking consumers.
Rahul Bhatia, CEO,
BOL (Business of Languages), which is into translation, dubbing
and subtitling services believes that good content is what
matters and people, especially those who live outside metros,
love good movies if they are available in a language they are
D. Paranthaman, CEO,
V Creations, adds that by producing movies in many languages and
dubbing them, filmmakers are also gaining scale as it lets them
release their movies on many more screens.
REPORT BY T. E. NARASIMHAN REPORTS. ADDITIONAL INPUTS: URVI
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