Whether you look at Telugu films with the likes of Allu Arjun, Prabhas, Mahesh Babu, Jr NTR or Ram Charan, or Tamil films starring Superstar Rajinikanth, Thalapathi Vijay, Ajith, or others - they are all making films which cater to everyone," adds Akshaye. Hindi cinema has been doing this for a while, which is why the least common denominator - the aam aadmi - feels alienated. You will never see a South film, starring the superstars, made for a niche audience. They cast a very wide net when it comes to targeting an audience base. "Tamil and Telugu cinema especially, don't alienate their audience. That's one aspect that South cinema is miles ahead in. It needs to be identified and adorned appropriately for the aam janta to be able to see it as king. But content doesn't come on a chariot with a crescendoing background score. 'Content is king' is something we've heard more frequently than 'Winter is Coming' in the 8 seasons of Game of Thrones. , a lot of films that deserved to release in theatres were going directly to the satellite, which, in my opinion, was undermining the North-Indian market these films have," starts off film exhibitor Akshaye Rathi. Some phenomenal content is being made down South when it comes to cutting-edge storytelling coupled with a great degree of tech. "What happened with Pushpa was long overdue. And the roaring success of Allu Arjun's Pushpa and Suriya's Jai Bheem before that - to name a few - just reiterate that. So if South cinema does what it does better, and there is no language barrier or Hindi supremacy separating us anymore, what's stopping us from reaching for the makkhan, shunning the margarine? Once again, 'remakes' didn't make sense anymore.
Tapping right into that market, filmmakers down South decided to now release their films in multiple languages, simultaneously. Growing up, many of us spent our Sundays watching 'Madras Cut' movies on Set Max in our living rooms. Now, there's always been a market for South cinema outside of southern India.
And suddenly 'remakes' didn't make sense anymore. And therefore, we can watch a KGF Chapter 1 right here - right where you are reading this piece. But now, OTT has exploded into our living rooms. Ravi Teja's Vikramarkudu (2006) became Akshay Kumar's Rowdy Rathore (2012), Ram's Ready (2008) became Salman Khan's Ready (2011), or even the much-controversial, Vijay Deverakonda's Arjun Reddy becomes Shahid Kapoor's Kabir Singh (2019). So, for decades now, that's the route we took.
We've known since the time of William Shakespeare that 'imitation is the best form of flattery'.
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