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South Indian films are creating a bigger impact and winning global acclaims than any others because of its storytelling that are rooted to local traditions and culture, says the national award winning filmmaker Vetrimaaran.
The writer and producer was delivering a special address at the inaugural session of the second edition of CII DAKSHIN, the south India's largest media and entertainment summit.
Read more: Why films from the South set the box office on fire
Vetrimaaran said earlier filmmakers had a generic approach to create a particular scene for connecting with wider audiences, but that has been changing in the last few years.
He added that films like Kantara, shot for its own people, about their tradition with their own artists and filmmaking style have been accepted nationally and internationally.
Read also: KGF, Kantara producer to invest ₹3,000 crore in entertainment sector
"This proves that the more ethnic and rooted the artist becomes, the appeal of the stories become more universal," he added.
OTT platforms
The filmmaker also added that during Covid-19 lockdown, people began to consume contents from all languages through OTT platforms widening their understanding and perception about different cultures and regions.
In his address, actor and film maker Rishab Shetty also said, “I believe the more regional one is, the more universal we are.”
New film city
In his address, Udhayanidhi Stalin, Minister for Youth Welfare and Sports Development, Tamil Nadu said citing a CII report, the South Indian Cinema had contributed over ₹7,000 crore in revenue when compared to all-India’s ₹15,000 crore during 2022.
He said, the Tamil Nadu government has recently announced a new film city in Chennai with world-class facilities through a public-private partnership. The government increased the incentive to short film makers in the MGR Film Institute from ₹50,000 to ₹1 lakh.
Earlier, MP Saminathan, Minister of Information & Publicity, Tamil Nadu, said the government is aiming to make the State a hub for film production by establishing necessary infrastructure and ecosystem in place.
The event also saw the launch of a CII report on “South India : Setting Benchmarks for the Nation in Media & Entertainment” highlighting the significant growth the South India media and entertainment industry.
As per the CII report, the market size of the South Indian film industry comprising all four languages is estimated to be around ₹7,800 crore earned through various revenue streams. This against an estimated revenue of ₹15,000 crore for the entire Indian film industry. “The Southern region with four language industries works out of 52 per cent contribution, which is a commendable achievement by the region,” the CII report pointed out.
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