The classic &nbsp;Pushpa may hate tears(as Rajesh Khanna’s iconic dialogue in 'Amar Prem' suggests). But the modern-day 'Pushpa'&nbsp;laughed all the way to the bank. The Telugu film 'Pushpa The Rise' raked in the moolah as if there was no tomorrow even in its dubbed &nbsp;Hindi avatar.

Suffering from a serious &nbsp;Bollywood malady called the herd mentality, a slew of Southern superstars have lined up their films for release in dubbed Hindi avatars.

However, the Hindi market has not welcomed the post-'Pushpa' South Indian releases. Two major South Indian releases in the last two weeks 'Khiladi' in Telugu featuring superstar Ravi Teja and 'Valimai' in Tamil featuring the iconic Ajith, have crashed woefully in their dubbed Hindi versions.

Both the films have done roaring business in their home states but recorded abysmal collections in &nbsp;Hindi. According to box office figures available to this writer from a multiplex chain, the collection for the dubbed &nbsp;Hindi version of Valimai on the day of release was as low as Rs 25 lakhs, while Khiladi was even lower.

What went wrong? According to Maharashtra’s leading film exhibitor Akshay Rathi, &nbsp;“Those films have not done well because the &nbsp;North Indian audiences’ awareness about those films was not significant. Any South Indian film&nbsp;whether in Tamil Telugu Malayalam or &nbsp;Kannada, need to hit the Hindi belt after &nbsp;bigtime promotions. Today a &nbsp; lot of these South Indian stars have a pan-India audience. However &nbsp;it is still &nbsp;imperative that they come &nbsp;accompanied by &nbsp;a significant amount of publicity.”

&nbsp;Says producer &nbsp;and trade &nbsp;analyst &nbsp;Girish Johar, “The Hindi audiences connected with the story line and characters of Pushpa. It was very desi heartland for them. Whereas other films, which have been released recently, are very regular stuff for Hindi audiences. Also there is a constant flow of Bollywood &nbsp;releases, so the options are wide and &nbsp;first preference obviously goes to the local native language.”

&nbsp;All eyes are now &nbsp;on Prabhas’ &nbsp;hugely expensive love story Radhe Shyam a Telugu film that will get a &nbsp;massive &nbsp;release &nbsp;in Hindi on &nbsp;11 March. If that fails &nbsp;to work—and Prabhas's previous &nbsp;film Saaho was &nbsp;a dud in &nbsp;Hindi-- the dubbed South Indian films in Hindi are &nbsp;in trouble.

The classic Pushpa may hate tears(as Rajesh Khanna’s iconic dialogue in 'Amar Prem' suggests). But the modern-day 'Pushpa' laughed all the way to the bank. The Telugu film 'Pushpa The Rise' raked in the moolah as if there was no tomorrow even in its dubbed Hindi avatar.

The classic Pushpa may hate tears(as Rajesh Khanna’s iconic dialogue in 'Amar Prem' suggests). But the modern-day 'Pushpa' laughed all the way to the bank. The Telugu film 'Pushpa The Rise' raked in the moolah as if there was no tomorrow even in its dubbed Hindi avatar. Suffering from a serious Bollywood malady called the herd mentality, a slew of Southern superstars have lined up their films for release in dubbed Hindi avatars. However, the Hindi market has not welcomed the post-'Pushpa' South Indian releases. Two major South Indian releases in the last two weeks 'Khiladi' in Telugu featuring superstar Ravi Teja and 'Valimai' in Tamil featuring the iconic Ajith, have crashed woefully in their dubbed Hindi versions. Both the films have done roaring business in their home states but recorded abysmal collections in Hindi. According to box office figures available to this writer from a multiplex chain, the collection for the dubbed Hindi version of Valimai on the day of release was as low as Rs 25 lakhs, while Khiladi was even lower. What went wrong? According to Maharashtra’s leading film exhibitor Akshay Rathi, “Those films have not done well because the North Indian audiences’ awareness about those films was not significant. Any South Indian film whether in Tamil Telugu Malayalam or Kannada, need to hit the Hindi belt after bigtime promotions. Today a lot of these South Indian stars have a pan-India audience. However it is still imperative that they come accompanied by a significant amount of publicity.” Says producer and trade analyst Girish Johar, “The Hindi audiences connected with the story line and characters of Pushpa. It was very desi heartland for them. Whereas other films, which have been released recently, are very regular stuff for Hindi audiences. Also there is a constant flow of Bollywood releases, so the options are wide and first preference obviously goes to the local native language.” All eyes are now on Prabhas’ hugely expensive love story Radhe Shyam a Telugu film that will get a massive release in Hindi on 11 March. If that fails to work—and Prabhas's previous film Saaho was a dud in Hindi-- the dubbed South Indian films in Hindi are in trouble.

The 'Pushpa' myth explodes, south films do miserable business in Hindi

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The 'Pushpa' myth explodes, south films do miserable business in Hindi