Latest Bollywood News and Media: Why Bollywood's Big Stars Are Struggling in the South |

The latest Bollywood news and media reveal a notable trend: Bollywood’s charm is losing its sparkle in southern cinemas. Once lucrative markets like Tamil Nadu, Kerala, Andhra Pradesh, and Telangana are now dominated by local films rich in action and drama, attracting audiences that prefer single-screen experiences.

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Bollywood’s Decline in Southern States

Trade experts have noted that since the release of Shah Rukh Khan’s ‘Jawan’ last year, no Hindi movie has managed to capture significant numbers in the southern states. This trend in the latest Bollywood news and media highlights that even major stars like Shah Rukh Khan and Salman Khan are struggling to pull audiences in these regions. With mainstream commercial elements often missing from Bollywood films, southern movies continue to dominate their native states, making it tough for Hindi films to make a mark.

Box Office Numbers Reflect the Trend

The latest Bollywood news and media report that Shah Rukh Khan’s ‘Pathaan,’ which earned over ₹512 crore domestically, fetched less than ₹18 crore combined from Tamil Nadu and Kerala and another ₹38 crore from Telugu-speaking states. Similarly, Ranbir Kapoor’s ‘Animal’ grossed over ₹462 crore across India but only ₹6.81 crore from Tamil Nadu and Kerala, and about ₹40.22 crore from the Telugu regions.

Rahul Puri, Managing Director of Mukta Arts and Mukta A2 Cinemas, explained that the market for Hindi films in the south is shrinking. The southern states are strong with content in their own languages, producing numerous films that make it difficult for Hindi movies to secure many screens at the time of release. While ‘Jawan’ performed relatively well, earning nearly ₹20 crore from Tamil Nadu and Kerala together, Puri believes hits like ‘Pathaan’ are more reflective of the overall performance of Hindi films in the south.

Content Preferences and Audience Segments

The latest Bollywood news and media also point out that Hindi films are increasingly targeting multiplex audiences with experimental storylines and upscale treatments. In contrast, southern audiences, who prefer mass-market entertainment, flock to single-screen cinemas with relatively lower ticket prices. Southern filmmakers often include Bollywood stars in their projects, but Hindi films rarely feature southern stars, missing an opportunity to connect with local fan bases.

latest Bollywood news and media Roadblocks for Hindi Films in the South

According to Ruban Mathivanan of GK Cinemas in Chennai, while ‘Jawan’ was a rare exception, it only performed on par with a tier-two Tamil star film. Southern audiences are selective about their theatre choices, often avoiding movies with excessive social messaging or dark themes. Mathivanan emphasized that all Hindi films are aimed at multiplex audiences, which dominate the northern market. In Tamil Nadu, however, out of 1,000 theatres, only about 150 are multiplexes. The mindset of Bollywood filmmakers needs to adapt to this reality—southern audiences are open to watching entertaining content regardless of language, as language barriers have diminished significantly.

Independent trade analyst Sreedhar Pillai noted that Hindi films had a different reception in the south about five years ago. Today, however, even films featuring established names like Akshay Kumar generate little buzz. Akshay’s action-comedy ‘Sooryavanshi,’ which earned close to ₹200 crore domestically after the 2021 lockdown, managed just ₹1.71 crore from Tamil Nadu and Kerala, and ₹9.78 crore from the Telugu market.

Pillai further explained that the glamour surrounding southern films often centers on lead stars and music, whereas Hindi film stars are seen as typecast and over-exposed due to multiple appearances. Additionally, there is minimal buzz around the music of Hindi films.

Conclusion

The latest Bollywood news and media underscore that Bollywood must adapt to the evolving preferences of southern audiences if it hopes to regain its footing in these markets. Embracing local storytelling styles, incorporating southern stars, and offering more diverse content could be key strategies to revitalize Bollywood’s presence in the south.