“By dubbing Baahubali 2. So far, the movie has been dubbed into Hindi, Malayalam, Portuguese, Spanish, Mandarin, Taiwanese, Japanese, Korean, and German.
Pulimurugan (2016), a Mohan Lal starrer clocked in over Rs 100 crore in box office with support from other languages.
The dubbing and remaking in South is largely driven by Telugu and Tamil movies, but is now sweeping Kerala, a comparatively smaller market, too. “Randamoozham” about the life of Bhima have also been launched on the same model. Strong content driven movies have started to perform well, says G Adiseshagiri Rao, chairman, Padmalaya Group.
Dubbed Marathi movies are also attracting audiences in Chennai.
Apart from Southern languages, dubbed Marathi movies are attracting audiences in Chennai, said the owner of a multiplex in the city. But the numbers are still not as large as that of the Tamil and Telugu movies. The Marathi film industry is keen to break into this market though. “Our role has been to identify this differentiated content understanding, thus creating and presenting such films which have been the driving factory of this growth,” Nikhil Sane, business head, Marathi Film Division at Zee Studios was quoted in a KPMG-FICCI report on media.
The growing national appeal of regional films is having a ripple effect. More dubbed versions are bringing in larger audiences and more brands and that is in turn, encouraging more film makers go down the same road.
Almost all the big movies in Tamil Nadu released in 2016 and 2017 were dubbed in other languages. Rajinikanth’s ‘Pichaikaaran’ have performed better in the neighbouring states than Tamil Nadu.
The regional movie industry, many believe, is taking a cue from Hollywood and its success with language subtitling and dubbing in India. According to KPMG-FICCI report, over the last 2-3 years, nearly 40 per cent of the English releases have been dubbed in at least one local language. Tapping into the multi-language market with dubbed and sub-titled movies helps production houses not only reach a wider audience, but also address the problem of falling ticket sales. It also gives them greater leverage with brands because companies are increasingly interested in vehicles that offer them deeper inroads into the market beyond Hindi and English speaking consumers.
Rahul Bhatia, CEO, BOL (Business of Languages), which is into translation, dubbing and subtitling services believes that good content is what matters and people, especially those who live outside metros, love good movies if they are available in a language they are comfortable with. D Paranthaman, CEO, V Creations, adds that by producing movies in many languages and dubbing them, film makers are also gaining scale as it lets them release their movies in many more screens.
(With inputs from Urvi Malvania)