The success of South Indian films in the Hindi belt has sparked debate. This debate has intensified after Allu Arjun’s Pushpa: The Rise. The Hindi version of Pushpa created a storm at the box office despite the adverse situation. Despite the closure of cinemas in areas such as Delhi, the Hindi version earned more than 90 million rupees. After all, what is the secret to the success of movies like Pushpa in the Hindi belt? The discussion about Pushpa says that he has managed to capture the attention of the general audience. After the theaters, the movie came on OTT and due to the kind of word of mouth, all the viewers are also watching it on OTT streaming.
After the OTT broadcast, instead of stopping, the talk about Pushpa has increased. Some people are criticizing the movie as a critic. In reviews, Pushpa’s texture is described as ridiculous. People call it a movie equipped with baseless footwork. Another thing is that the dialogues of the same film are continually repeated on social networks and the avalanche of memes that are seen in them is enough to demonstrate the euphoria of the film among people. Some writers also gave their thoughts on the film on iChowk. We found that the reactions of ordinary people on social media are the complete opposite of Aichowk’s articles criticizing Pushpa. Many people even stated that Aichowk freelance writers were Bollywood’s ‘middle man’ for this. This is enough to tell his anger towards Bollywood. Similar reactions were also seen in other comparative analyzes of South and Bollywood.
The question is again the same: what are the reasons or reasons in the Hindi belt that are creating the southern movie craze and why is there so much hate towards Bollywood? When it comes to watching movies, the content that is entertaining for an audience, and the likes and dislikes of the audience, the scale can be different. On this basis, there may be people who like and dislike ‘Pushpa’ and there are many. But just as someone doesn’t like TV shows based on mother-in-law stories, it doesn’t mean there aren’t people who watch or like them. Such programs are prepared keeping in mind a specific target audience. There is also a group of audience who likes them very much.
Well, if the success of South’s movies in the Hindi belt is to be measured in the guise of Pushpa, then an important fact emerges: the ‘hatred’ towards ‘Bollywood’ in the Hindi belt also gives great opportunity to the movies. from the south. . However, this is not the only ‘main’ reason. The choice of South movies in the Hindi belt is actually the result of many reasons and a whole process. In an attempt to go deeper, we have identified five points. let’s know
Pushpa: the ascent
1) The arbitrariness of Bollywood
One of the main reasons for the popularity of South Indian films is the arbitrariness of Bollywood. It’s basically the difference between class and mass. If we look at the process of creating Bollywood movies in the last 20 years, it is not difficult to understand. After the year 2000, there is an influx of filmmakers and writers from the new tribe in Bollywood. With its arrival, the standard of cinema seemed more logical and world class, but the cinema that came out ignored the needs of a large part. The class for whom the meaning of cinema was different from logic, fact, filming, and starcasting. In this period, filmmakers made films of their own volition. He was making movies the way he thought. Some NRIs were making movies, some were trying to show the truth on film, and some were just making movies for awards. The movies that were initially included won a lot of praise. She was like that in texture too. And many movies were profitable businesses. His pressure was that a sheep movement began. Every producer was making such movies. In a way, it was like the arbitrariness of Bollywood.
2) Ignore the ground circuit
In the 90s or earlier, the process of making movies in Bollywood looked different. Most of the movies were made in the popular stream. Realistic films had a different scope and were called art films. These films were usually made with financing, whose purpose was not commercial at all. There was another stream where C-grade movies were seen. It is possible that they also have an audience base that the movies would have been made for. The popular current can be called the lifeline of Bollywood. In fact, it is a mixed form of Bollywood’s C-grade and art stream. It had everything inside. Great stories, acting, singing, glamour, action, everything.
The irruption of liberalism from the 90s gave cosmopolitan cinema. During this, action movies began to fall apart. Before the 90s, stars like Amitabh Bachchan, Dharmendra, Sunny Deol, Anil Kapoor, and Mithun Chakraborty used to do it all. But after the 1990s, a cosmopolitan stream of cinema splintered off in the form of Shahrukh, Aamir and Salman. The stream of small towns was led by stars like Akshay Kumar, Suniel Shetty, Bobby Deol, Ajay Devgn. You can call it a mass circuit. Govinda’s comedy films also have a different current.
Shahru, Salman, Aamir.
It so happened that although different streams were seen until the year 2000, all kinds of movies were being made. They also love action-packed action stories and movies. It means to say that there were all kinds of movies for the audience of different streams in the Hindi belt. But it diminished after 2000. Bollywood completely ignored the mass circuit. Performers are rarely seen during this mass. But whenever it arrived it turned out to be a great success. From Salman’s Wanted to Shah Rukh Khan’s Chennai Express or Akshay Kumar’s recent Sooryavanshi.
If we look at the last 10 years, it is from here that we see the beginning of South cinema in the Hindi belt. The films that Bollywood avoided making, the same stories were dubbed into Hindi and premiered on television. This is all a matter of time when South was not very interested in releasing his film in Hindi. All TV channels got almost free movies and they were watched a lot too. Set Max, Star Gold, and UTV Action suddenly saw a lot of southern dubbed movies. Naturally, they must be being seen. At the time this change was visible, a very small number of mass entertainment films were being made in Hindi.
3) The Bollywood Nepotism Debate
The nepotism debate in Bollywood also skewed the entire audience. Now there will be many people who will not want to watch Bollywood movies just because they have problems with nepotism. The treatment of nepotism in Bollywood takes it to the South. While in the south, the Tamil, Telugu, Malayalam and Kannada film industry is also dominated by certain clans. Where Pushpa comes from, just two or three families run the entire Telugu industry together.
4) The atmosphere after the Sushant case
It can be said that with the advent of social media, people’s likes and dislikes have been greatly affected. Although there is no tool to measure it, but the kind of environment created after the Sushant Singh Rajput case, it is understandable many times how this one thing also affected him. Taking the recent example, 83, which was launched together with Pushpa, showed a lot of opposition on social media. People were seen who were opposed to the film due to Ranveer Singh-Deepika Padukone. It is common to protest against those stars who come from the prestigious Bollywood families or have been stigmatized by some side.
5) Impact of current Hindu-Muslim politics
The current political climate in the age of social media has also affected movies. In the last three decades, the Hindu-Muslim wall has eroded very strongly. Adding fuel to the fire against Bollywood were statements by Aamir Khan and Shah Rukh Khan expressing their personal anguish at being Muslim. There is no doubt that the three Khan stars of Bollywood appear as the biggest heroes of recent years. Many other minority faces are also seen at the top of the film industry. Politically, the debates that began over the religious division of Bollywood did a lot of damage to the Hindi film industry.
Anti-Hindu accusations against Bollywood under the guise of non-Hindu faces began after the temple movement, but a few years before Modi’s rise, they began to deepen. During this, there was a boom in patriotism and nationalism films and a new Bollywood star power began to appear. Akshay Kumar, Ajay Devgan set new popularity benchmarks. On the other hand, the Khan stars were the target. Especially Shahrukh Khan. His films were contrasted and political figures were also seen behind him. Again, I’d like to reiterate that there is no tool to measure it, but some of Shahrukh’s good movies have died because of this. Zero is a rare specimen. Looking at Shahrukh’s charisma, it can be said that if this movie had come out ten years ago, it would have been a box office hit.
Meanwhile, in addition to the television premiere, a southern film in the form of Bahubali hit theaters, giving options to those who did not like Bollywood under the guise of the politics of films in the Hindi belt. After that look now. How those who oppose Bollywood are viewed religiously and politically as tying bridges of praise for South. There are many reasons behind the choice of South movies in the Hindi belt.