Decoding Ajith starrer Valimai’s field workplace failure in Hindi belt: A lesson for all massive south stars

It’s secure to say that the Hindi model of Tamil famous person Ajith Kumar’s newest movie Valimai has tanked on the field workplace. As per some estimates, the movie didn’t even handle to garner Rs 2 crore throughout the first 4 days of its launch at a time when south Indian films, starring A-list actors, appear to be in demand on the Hindi field workplace.

“The content (of Valimai) is not something that the Hindi audience has not seen (before). Bollywood has been making hardcore commercial entertainers with fast-paced, sleek action sequences. Hindi belt is also exposed to the Hollywood kind of filmmaking. For them (the audience in the Hindi market), it was another regular film,” defined producer and commerce analyst Girish Johar.

Johar added that not like Allu Arjun’s Pushpa: The Rise, the Hindi viewers was not in a position to relate to Valimai. Pushpa sprang a shock when its Hindi model registered an over Rs 3 crore opening day assortment, and went on to earn greater than Rs 100 crore in north India alone.

“The mood of the nation was in favour of Pushpa. No big competition at the box office (at the time) and ‘Oo Antava’ song became the talk of the nation. All those factors do help. Some are Samantha fans, some are Allu Arjun fans and some are fans of masala films. These things count,” stated Johar.

The normal consensus amongst Mumbai-based distributors and exhibitors appears to be that Valimai and Ravi Teja’s Khiladi failed on the Hindi field workplace as a result of they’d little or no to supply that was new and entertaining. “There was a lack of promotion and publicity (for Valimai). The reviews by the press were not very encouraging. Then other Hindi and Marathi films also released. Hero is not very well known in the north. Music was a drawback,” Nitin Datar, president of the Cinema Owners and Exhibitors Association of India, informed Indianexpress.com.

In the north area, Valimai confronted severe competitors from Alia Bhatt’s big-budget interval drama Gangubai Kathiawadi, which is written and directed by Sanjay Leela Bhansali. And the Marathi movie Pawankhind additional added to Valimai’s troubles on the field workplace.

Post the discharge of the film, the makers of Valimai trimmed the Hindi model by 18 minutes. The film was additionally made 12 minutes shorter in Tamil. And it’s unclear how a lot of this trimming will assist change the film’s field workplace prospects at this stage.

The subpar theatrical efficiency of Ajith Kumar’s Valimai within the Hindi belt has a helpful lesson for all south stars, who nurture an ambition to increase their stardom in direction of the north.

“Ajith doesn’t do interviews and promote it in Tamil Nadu. That’s fine because he’s a big superstar there. But, Hindi is still a virgin market for him when it comes to theatrical draw. See, RRR is one of the biggest movies in the history of Indian cinema. Despite that, you have Rajamouli garu, Tarak, Ram Charan, Alia Bhatt, Ajay Devgn promoting RRR aggressively in the Hindi market. It is because they know that Hindi is a virgin market when it comes to Tarak and Charan. I really wish that Ajith Kumar had made that extra effort to make inroads into the market. He could have come down here (Mumbai) and familiarized himself with the media, and the audience. It would have helped the business of Valimai in Hindi,” Akshaye Rathi, a movie exhibitor and distributor, opined.

Valimai is helmed by H Vinoth.

The elusiveness of Ajith is likely one of the interesting components of his stardom in Tamil Nadu. The solely place his followers can see him is on the large display in cinema halls. But, the demi-god like reputation in a single state perhaps not be sufficient to promote tickets in one other a part of the nation.

“For a Chhattisgarh native or a Sardar in Punjab or a Bihari in Bihar, Ajith is the guy who they occasionally see on Set Max. For them to go to the theatre and buy tickets on the day of release, there needs to be more awareness and euphoria on the ground level,” Akshaye added.

Pawan Kalyan can be now set to check his luck within the Hindi belt together with his newest film Bheemla Nayak, which has develop into an enormous hit on the field workplace within the Telugu states. The Hindi model is due in cinemas on March 4.

What will Pawan Kalyan and his group do in another way than Valimai to seize the eye of the viewers within the north?