The Malayalam film industry might pride itself on being one of the finest in India, but looks like it’s Tollywood, known for its ‘commercial’ movies, that is giving filmmakers from Kerala a run for their money. If the number of Telugu movies being dubbed in Malayalam is anything to go by, it can be said that Tollywood has found a new market.
Arundhati and Arya 2 are the latest movies that are being dubbed, after the success of releases like Happy Days, Parugu, Tulasi and Lakshmi. Shyam Prasad Reddy, producer of Arundhati is even contemplating roping in Malayali actors for future films. “I spent one month getting the right voices to dub for my movie. We are releasing the film in 30 theatres and I want to keep Kerala’s audience in mind, while casting for my next film.”
With Tollywood being a second home to many Malayali imports, like Nayantara, Sindhu Menon and Meera Jasmine, it’s easier for local films to reach out to the Malayali audience. “This trend has caught on like never before. Malayalam films fail to cater to the younger audiences. Telugu films, with more masala, fill that vacuum and are a hit with young movie-goers,” says a trade analyst from the Telugu film industry.
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With Tollywood being a second home to many Malayali imports, like Nayantara, Sindhu Menon and Meera Jasmine, it’s easier for local films to reach out to the Malayali audience. “This trend has caught on like never before. Malayalam films fail to cater to the younger audiences. Telugu films, with more masala, fill that vacuum and are a hit with young movie-goers,” says a trade analyst from the Telugu film industry.
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llu Arjun’s growing fan base in Kerala is testimony to this trend. Arya 2, which is slated to release in 100 theatres in Kerala, has made a pre-release business of over Rs 2 crore and the dubbing rights of his upcoming movie Varudu, have already been sold for Rs 1 crore, according to sources. Calling himself “Mallu Arjun,” the actor on a recent visit to Kerala, told fans that he will shoot a few scenes in the state. “All my movies are being dubbed into Malayalam now as I have a huge fan base there. I observe the culture, the mannersims and the lifestyle of people there to emulate in my films,” says Allu Arjun.
It’s however, not easy to impress the audience there, says actor Nikhil, whose film, Happy Days, was a hit in Malayalam. “The audience doesn’t tolerate movies that lack in quality. My next film Kalavar King will also be dubbed in Malayalam.”
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