Netflix has released India’s latest hit film Pushpa 2: The Rule, another example of how the US-based streaming service is leveraging the global appeal of Indian blockbusters.
The Telugu-language film starring Allu Arjun as crime kingpin Pushpa Raj has become one of the highest-grossing Indian movies, generating about US$200mil (RM894.07mil) in theatres globally, including US$170mil (RM760.09mil) in India, according to research firm Sacnilk.com.
The sequel to the 2021 action film had a record 3 million advanced purchase tickets in India before its Dec 5 release.
The re-released version of Pushpa 2 features more than 20 minutes of additional scenes, according to a statement from Netflix.
The world’s largest video platform is tapping into content produced in southern India, which has become key to its content slate in the country.
Domestic viewership of South Indian content increased by 50% in 2023 and hit movies such as Lucky Baskhar and Maharaj were top 10 films in India for seven weeks and 11 weeks, respectively, in 2024.
Another Indian film, RRR, became a global sensation in 2022 and won an Oscar for Best Original Song.
South Indian films in languages like Telugu and Tamil have been at the centre of the growth of Indian content. The global rise of so-called Tollywood films is drawing investment from global streaming services.
Netflix is ramping up South Indian content this year with nine titles in Telugu and 10 in Tamil, which will be available in several other Indian languages for audio options. The Telugu titles include high-profile action thriller OG starring Pawan Kalyan.
“With a slate featuring some of the industry’s biggest names and captivating stories, there’s so much to look forward to,” said Monika Shergill, Vice President, Content, Netflix India.
South Indian films are renowned for unique storytelling and high quality production that can deliver better drama plots and dynamic action sequences.
The global rise of Tollywood films has been a wake-up call to Bollywood, the better known arm of Indian cinema, which is seeking to improve its quality to match the taste of audiences. – Bloomberg
