Decades before the recent 'Pan India' phenomenon, two Tamil superstars had already savored the spotlight among Hindi film audiences much like Bollywood stars - Kamal Haasan and Rajinikanth.
Interestingly, as these Tamil icons distanced from Hindi viewers, their industry similarly lagged in captivating Hindi audiences. Meanwhile, the Telegu industry began to rival Bollywood directly, with its 'Pan India' films like 'Pushpa 2' claiming the title of the biggest Hindi language film.
Presently, Kamal Haasan and Rajinikanth are endeavoring to regain influence in the Hindi market with their upcoming releases. Let's delve into how Tamil cinema has struggled for 'Pan India' success in their absence and what strategies these stars are employing for a triumphant return...
Long-standing Favorites: Kamal Haasan and Rajinikanth
Already a sensation in Tamil cinema, Kamal Haasan debuted as a Hindi film hero in 1981 with 'Ek Duuje Ke Liye,' followed by hits in 'Sanam Teri Kasam,' 'Sadma,' 'Giraftaar,' 'Chachi 420,' and 'Abhay.' Rivaling him in Tamil cinema, Rajinikanth arrived in Hindi films with 'Andhaa Kaanoon' in 1983, later delivering hits like 'Meri Adalat,' 'Gangwa,' 'John Jani Janardhan,' and 'Dosti Dushmani.'
Source: aajtak
You could spot them on big screens until early 2000s, about 15 years before the contemporary 'Pan India' formula gained popularity. While Kamal took a back seat in Hindi cinema, Rajinikanth occasionally resurfaced in the North Indian market with Hindi versions of his Tamil hits like 'Robot,' 'Sivaji,' and '2.0,' albeit over long gaps. In recent years, their visibility waned.
It seems fortuitous that while other South Indian films adopted the 'Pan India' approach, these 'original' Tamil stars stayed unaffected by this surge. Consequently, Tamil cinema paled in comparison to Telegu films, struggling to charm Hindi audiences. In today's top 10 South films for Hindi earnings, only one Tamil film made it - Rajinikanth's '2.0.' Here's the list:
1. Baahubali 2 - ₹511 crores2. KGF Chapter 2 - ₹435 crores3. Kalki 2898 AD - ₹293 crores4. RRR - ₹273 crores5. 2.0 - ₹190 crores6. Salaar - ₹152 crores7. Adipurush - ₹148 crores8. Sahoo - ₹145 crores9. Baahubali - ₹118 crores10. Pushpa - ₹106 crores
OTT Deals: A Hindrance for Tamil Film Success
Post-lockdown, not just Rajinikanth and Kamal Haasan, but superstar Vijay also aimed at drawing Hindi audiences through his films. The obstacle? Their OTT deals.
Source: aajtak
Post-lockdown, releasing on OTT merely four weeks after theatrical debut became a trend. Even Hindi films like 'Bhool Bhulaiyaa 2,' 'Samrat Prithviraj,' 'Shamshera,' and 'Ek Villain Returns' followed this. Vijay's 'Master' (2021), however, released on OTT within 15 days, with just 50% theatre capacity to fill during lockdown, inadvertently pushing South films towards a quicker OTT debut.
National multiplex chains and many single screens then decided only films debuting on OTT at least eight weeks post-theatrical would screen in their theatres. Considering multiplexes contribute 70-80% to the Northern film business, rejection here leaves little scope for business.
In contrast, Tamil Nadu's Film Producers Association stipulated a 4-week gap post-lockdown, impacting several major films with aspirations for 'Pan India' success. Big films like Vijay's 'Leo,' 'Varisu,' and GOAT also fell victim, missing wider releases in North India, including Rajinikanth’s successful 'Jailer.'
Kamal and Rajini's Bold Hindi Comeback Plans
Reports suggest Rajinikanth and Kamal Haasan's upcoming projects aim for big Hindi releases. Negotiations are on for an 8-week OTT window.
Source: aajtak
Kamal Haasan's 'Thug Life,' starring Bollywood talents Pankaj Tripathi, Sanya Malhotra, and Rohit Saraf, is set for release on June 5. Rajinikanth's 'Coolie,' featuring a major cameo by Aamir Khan, releases on Independence Day.
A source associated with the developments quoted in a Pinkvilla report, ''Thug Life' and 'Coolie' are poised as 2025's biggest Tamil films with potential to make a mark in North Indian markets, spurring an 8-week theatrical window discussion. Should everything fall into place, a major release in Northern multiplex chains is on the cards.' Judging from their first looks and teasers, both films appear promising, and with enough screens in North India, Tamil cinema might secure another Hindi blockbuster this year.
