In such a situation, it would not be wrong to say that regional language films, which were once limited to their states, have now started making inroads in the hearts of audiences across the country and the credit for this goes to the third screen i.e. OTT. In the last few years, OTT has made its door-to-door reach. At the same time, due to the closure of cinema halls in the country after the Corona epidemic last year, the way many Bollywood films directly turned to OTT, similarly Tamil, Malayalam, Telugu, Marathi, Bengali films also reached OTT directly and through it to watch good content. To the avid audience of These audiences watching global content have neither language restrictions nor region in terms of good content, so in the last one and a half years, Tamil, Telugu, Malayalam, Marathi, in all the states of the country including Delhi, Mumbai, UP The craze of Bengali films has increased a lot.
Regional films writing success stories on OTT
The success of regional films on OTT can also be gauged from their ever-increasing number of releases. Just this Friday, Vijay Sethupathi’s ‘Tughlaq Darbar’ (Tamil-Telugu) on Netflix, ‘Tuck Jagadish’ (Telugu) on Amazon Prime Video, cricketer Harbhajan Singh’s debut science fantasy film ‘Dikkiluna’ (Tamil) on Zee Five and ‘Net ‘ (Telugu) has been released. At the same time, next week ‘Mystro’ (Telugu), a remake of Andhadhun on Disney Hotstar, Vijay Sethupathi and Taapsee Pannu’s multilingual film ‘Annabel Sethupathi’, Amy Virk-Sonam Bajwa’s hit Punjabi film ‘Puada’ on Zee Five and Parambrata Chatterjee, Riddhi Sen starrer Bengali film ‘Samantral’ is coming.
Audience is enjoying the content of many languages
Pratiksha Rao, Director Films & Licensing, Netflix India says, “It is an exciting time when content in any language can be successful anywhere. Audiences on Netflix are enjoying the content of many languages like Marathi, Tamil, Telugu, Malayalam along with Hindi. ‘Jagame Thandiram’ (Tamil), ‘Nayattu’ (Malayalam), ‘Andhagaram’ (Tamil), ‘The Disciple’ (Marathi), ‘Anthalji Navaras’ (Tamil), ‘Pitta Katalu’ (Telugu), ‘Pava Kadhaigal’ (Tamil), regional language films like ‘Cinema Bandi’ (Telugu), ‘Mandela’ (Tamil) were well received not only in India but also in many other countries. We are seeing tremendous love across the world for regional films on our platform. For example, in the first week of Mani Ratnam and Jayendra Panchapakesan’s Anthology Navaras, more than 40 per cent of the viewers were from outside India. Dhanush starrer ‘Jagame Thandiram’ also got as many viewers in India in the first week as abroad. The film was dubbed in English, Spanish, French, Portuguese. Netflix’s Top 10 segment shows what people in India and abroad are enjoying watching. Navras was in the top ten in 10 countries including Malaysia, Sri Lanka, while ‘Jagame Thandiram’ was in the top 10 in 12 countries including Malaysia, UAE, Singapore, Bangladesh. As such, we are expanding and improving our list of regional cinema in the times to come. Movies like Allu Arjun’s ‘Ala Vaikunthapuramullu’ (Telugu), ‘Kannum Kannum Kolayadithal’ (Tamil), ‘Kappella’ (Malayalam), ‘Miss India’ (Telugu) were also well received on this site last year.
50% of the audience is from outside their home state
At the same time, Amazon Prime Video spokesperson says, ‘Our regional language films like Tamil, Telugu, Malayalam, Kannada have broken all the viewership records. The special thing is that 50 percent of the audience of these films comes from outside their home state. South Indian movies like ‘Narappa’ (Telugu), ‘Sarpatta Parambarai’ (Tamil) and ‘Malik’ (Malayalam) recently released on our platform have been seen in over 3200 cities in the country and in more than 150 foreign countries. Marathi films Photo Prem and Well Done Baby were also appreciated by audiences across the world. After the success of films like ‘Malik’, ‘Drishyam’, ‘Soorarai’, ‘Pottaru’, ‘Kuruthi’, ‘Sarpatta Parambarai’, ‘Narappa’, we are continuously coming up with good regional films going ahead.
No language, now viewers see good content
According to an Amazon Prime Video spokesperson, now viewers prefer good content, not language. He says, “Today’s audience wants to see unique and experimental content, for this they are ready to go out of their language comfort. Now the audience no longer sees the barrier of language for good stories. If the story is strong, different and original, then it is liked by the audience, irrespective of the language or region. A big reason behind this change is that earlier South Indian or regional films used to have a very limited release outside their home market, whereas OTT has brought them to audiences around the world. Certainly, OTT has bridged the language and region gap by providing different genre, different language content.
OTT erases language gap
Actress Shweta Prasad Basu says that earlier regional films were not released in theaters of other states, so people could not access these films, but after the advent of OTT, audiences are watching cinema of every language, every region, every country. Is. Especially on OTT, they are brought with sub-titles of different languages, so these lines of language, region are blurred.