There was a time, not too long ago, when films from south of the Vindhyas were casually dismissed as ‘Madrasi films. That dismissive tag lumped together the diverse cinema of Tamil Nadu, Kerala, Karnataka, and Andhra Pradesh, and carried a faint whiff of disdain. These films were often seen as regional oddities, rarely transcending linguistic or geographical boundaries. Back then, the movie business was modest, almost quaint by today’s standards.
I remember the 60s and 70s, when the daily collections of a film at a local cinema were counted in a few thousand rupees, and the total earnings after a successful run rarely crossed a few lakhs. Even so, producers and distributors managed to turn a profit, working within constrained budgets. Ticket prices hovered around Rs1.50 at best. Yet, these films held their ground, offering storytelling and artistry that resonated deeply with their audiences.
Fast forward to today, and the landscape has transformed beyond recognition. South Indian films are not just ruling the pan-India box office; they’re making waves globally. Movies such as ‘Bahubali’, ‘RRR’, ‘Kantara’, and ‘Pushpa’ have captured imaginations across continents, smashing language barriers and cultural stereotypes. Collections are now in the hundreds and thousands of crores, with directors and stars commanding astronomical fees.
Allu Arjun reportedly earned a staggering Rs100 crore for ‘Pushpa: The Rise’, and the remuneration for top-tier directors runs into tens of crores. The production budgets, too, have spiralled into the hundreds of crores, creating cinematic spectacles on a scale once unimaginable.
Consider this, in some premium theatres, ticket prices have hit an eye-watering Rs1,000. Compare that to the Rs1.50 tickets of yesteryears. Producers have even sought permission to raise prices for blockbuster releases, banking on the audience’s willingness to pay for the experience.
For someone like me, who once paid Rs1.50 to a maximum of Rs150 for a ticket, it’s almost unthinkable to spend anything beyond a few hundred rupees to watch a film. If the prices soar too high, I would much rather wait for the movie to release on an OTT platform and watch it in the comfort of my home. Of course, if I were to write a review, I would willingly pay whatever it takes. But as a regular viewer, the escalating ticket costs are enough to make me pause.
The success of films like ‘Pushpa: The Rise’ has set the stage for even greater expectations from its sequel, ‘Pushpa II’. Industry watchers predict the sequel could outperform its predecessor, raking in unimaginable numbers at the box office. This isn’t just optimism; it’s the new normal for South Indian cinema.
From being mocked as ‘Madrasi’ films to becoming global phenomena, the journey of South Indian cinema mirrors the ambitions of its creators and the evolving tastes of its audience. It is a reminder that good storytelling, combined with technical brilliance, can transcend boundaries — and sometimes, even the price of a ticket.