South Indian cinema is experiencing an unprecedented global rise, overtaking Bollywood in both popularity and box office success. With a strong showing at the 70th National Film Award and the phenomenal success of films like ‘KGF‘, ‘Ponniyin Selvan’, ‘RRR‘, ‘Kantara’, and ‘Kalki 2898 AD’, the South Indian film industry is proving its mettle not just in India, but worldwide.This shift highlights south film industries commitment to storytelling that connects with the audiences on both local and international levels, coupled with effective promotional strategies that soar their global reach.

Factors that attribute to that success

Apart from making films available pan India in multiple languages, an important factor for the film’s success is that the movie has unique storylines and the films are innovative and diverse. In recent times, movies are often made in different genres and themes that have appealed to a wide audience. South films that have major popularity have often expressed cultural authenticity for a global audience and this blend resonates among the audience when it comes to “seeing something new” on screen.
The Triumph at the 70th National Film Awards
The 70th National Film Awards cemented South Indian cinema’s dominance, with Malayalam films leading the charge. The Malayalam film ‘Aattam’ won the coveted Best Feature Film award, and other South Indian movies garnered accolades in categories like Best Child Actor, Best Screenplay, and Best Editing. In total, 20 South Indian films won awards across various categories, compared to only six awards for Hindi films. This sweeping victory shows the quality and impact of South Indian cinema, which has not only captivated Indian audiences but also impressed international viewers and critics.
“Malayalam cinema keeps a window open to the world” – Sudhir Mishra
During the 2024 Kerala State Film Awards announcement, director Sudhir Mishra remarked, “Malayalam cinema has been instrumental in shaping who I am, and I’m not alone in this. It never loses touch with its roots. The connection to the place where the story originates is incredibly strong, yet it also maintains a window to the world. Even when the stories are deeply rooted in local culture and crafted with a distinct cinematic style, they engage with the world through universal themes, ideas, and performances of international caliber. Malayalam cinema, while grounded in villages, communities, or political contexts, possesses a quality that connects with the audiences globally.”
“Learnt so much watching ‘Kantara’ – Hrithik Roshan
For his outstanding performance in ‘Kantara’, Kannada actor Rishab Shetty was honored with the Best Actor Award at the 70th National Film Awards. The Kannada mystery thriller received widespread acclaim, including praise from Bollywood star Hrithik Roshan. Following the film’s OTT release, Hrithik took to Twitter to express his admiration, writing, “Learnt so much by watching Kantara. The power of Rishab Shetty’s conviction makes the film extraordinary.” He further commended the film’s storytelling, direction, and acting, noting, “The peak climax transformation gave me goosebumps.”
While Kantara is deeply rooted in the cultural beliefs of coastal Karnataka, blending local traditions with themes of land politics and the man vs. nature conflict, it resonates with a broad audience. The film’s core narrative strikes a universal chord, connecting with viewers beyond the Kannada-speaking community.
“ An effective promotion works well for a movie” Vipin Kumar – Trade analyst
Vipin Kumar, trade analyst and movie promotion consultant known for his work on films like ‘Vaazha’, ‘Guruvayoorambala Nadayil’, ‘Jai Ganesh’, ‘Malikappuram’, ‘Kaapa’, ‘Shefeekkinte Santhosham’, ‘Nna Thaan Case Kodu’, ‘Thiruchithrambalam’, ‘Jo and Jo’, ‘Spiderman No Way Home’ and ‘Kaduva’, among others, shared exclusive insights into the promotion strategies for Malayalam cinema. He emphasized the importance of integrating entertainment value in every genre, ensuring that films are visually and audibly captivating.

Talking to ETimes Vipin Kumar explained, “The film must offer a unique experience that viewers cannot replicate at home. High-quality promotions are essential for such films.”
He elaborated on the promotional process, stating, “Promoting a film involves a deep understanding of the movie and identifying the target audience. There are three key stages of promotion: announcement, pre-release, and post-release. Each film is different, so it’s crucial to tailor promotional strategies to fit the specific needs of the movie. Additionally, the promotional budget should be planned accordingly to maximize effectiveness. Properly executed promotions can significantly enhance a film’s success.”

Record breaking Box office collections

South Indian films including Tamil, Telugu, Kannada and Malayalam have consistently broken box office records, not just in India, but globally. Films like ‘Baahubali 2: The Conclusion’, ‘KGF: Chapter 2′, ‘RRR’ and ‘Kalki 2898 AD’ have achieved unprecedented success by becoming the highest ever grossing Indian films and have set new benchmarks for Indian cinema.The popularity of these Indian films in overseas markets, particularly in the Middle East, the USA, and Southeast Asia, has contributed to their massive box office collections.

The wide diaspora in the international market helps in the success!

Indian film critic and trade analyst Taran Adarsh referring to the audience population globally explained why Telugu films perform better in the US. Speaking to ETimes, he said, “Barring Shah Rukh Khan’s movie, I think a majority of openers or the grocers that you see they are Telugu films, especially the opening, the premieres and the opening weekend is dominated, of late has been dominated, especially in the U.S. market, is dominated by Telugu films. There’s a huge diaspora there which belongs to Telangana and Andhra Pradesh and also fans of those particular actors, they could be from any other state, but they would want to watch that particular film and if it happens to be in subtitles, why not? As I said, it all boils down to content also, of course, top hour is very important, I’m not denying that, but content also plays a very crucial role.”

“There’s a big number of Telugu audiences in US” – Actor Nani
In an exclusive chat with ETimes on StarTalk, Nani, the star of ‘Saripodhaa Sanivaaram’, opened up about the unique excitement Telugu audiences bring to cinema, especially in the US market. “There’s a big number of Telugu audiences in the US, and they are all mad about cinema,” Nani remarked. He emphasized that it’s not just the love for films but the thrill of being the first to experience and share it. “That adrenaline rush on day one is something special. You want to see the film first and tell your friends how it is. That excitement drives us to theatres,” he added.

Are promotions really playing a role in the box office success?

With the ever growing trend of the internet, movie makers are effectively using the platform for promoting their films before it hits the theatres. While country wide promotions have helped for films like ‘RRR’, ‘KGF’ and ;Kalki 2898 AD’, Tamil films bring in a doubt factor if it is really promotions that are working. The recently released ‘Indian 2’ and ‘Ponniyin Selvan 2’ are perfect examples for a well promoted film, however, despite its extensive promotion, the movies struggled at the box office to maintain a standard momentum. Meanwhile, movies like ‘Raayan’ and ‘Maharaja’ which rarely made a nationwide promotion became a success in other states apart from Tamil Nadu.

“A well promoted film does not guarantee success” – Trade Analyst Trinath

Speaking about the extensive promotions of a film and explaining if it is required or not, Trade analyst Trinath stressed how a film should resonate well with the audience. “A well-promoted film doesn’t guarantee success. Ultimately, the content is what counts, not the level of promotion. In the case of Indian 2, the verdict was clear on social media right after the first show, and that’s something no promotion can change,” said Trinath.
The global rise of South Indian cinema is a result of innovative storytelling, high production values, strategic marketing, and a strong connection with both regional and international audiences. This has allowed it to outshine Bollywood in many respects, marking a new era for Indian cinema on the world stage.