Beyond Bollywood: where India’s biggest movie hits really come from
The global success of fantasy epic Baahubali 2: The Conclusion underscores the power of the countrys billion-dollar regional film industry
The global success of SS Rajamoulis fantasy epic sequel Baahubali 2: The Conclusion has once again brought Indian cinema to the attention of the world. Its forerunner, the $31m-budgeted Baahubali: The Beginning (2015), grossed $100m worldwide but caused little more than a ripple outside India. Within the country, it made waves because the film, made in the south Indian Telugu and Tamil languages, saw the Hindi-dubbed version alone gross more than $20m.
It is a common misconception that the Hindi-language, Mumbai-based film industry known as Bollywood is Indias national cinema. The numbers tell a different story. India produces an astonishing 1,900 films a year on average, of which Hindi-language Bollywood accounts for about 340. The bulk of the rest comes from the Tamil, Telugu, Malayalam, Kannada, Marathi, Bengali, Punjabi and Gujarati languages. Domestic box office has remained stagnant at about $1.5bn and, while Bollywood might produce more films (Tamil had 291, Telugu 275, and Kannada 204 films in 2016), it contributes just a third of the box office gross. In short, Bollywood has the visibility, but not the profits, with the under-performers far outweighing the hits.
In this context, the numbers racked up by the regional Baahubali 2 budgeted at $39m, made in Telugu and Tamil, with Hindi and Malayalam dubbed versions are astonishing by Indian standards. The film opened on 28 April and grossed $194m in 13 days, making it the highest Indian grosser of all time and putting it on track to become the first Indian film to gross $200m. It easily outperformed the $123m collected by PK (2014), starring Bollywood icon Aamir Khan.
Baahubali 2 consolidated this performance by delivering an extraordinary result in the US, opening in third position at the box office, above The Circle starring Tom Hanks and Emma Watson. With $17m and counting, it is the highest grossing Indian film of all time in North America.
Baahubali 2 has the perfect blend of action, emotion and all the right ingredients that a moviegoer wants, says Soma Kancherla, of the films US distributors Great India Films. Baahubali 1s success and the curiosity factor had created a huge hype. The conclusion had lived up to the expectations.