The South is expanding its reach and attempting to engage the media from the North, which had its focus restricted to reporting exclusively hindi films, as a result of the phenomenal success of a few South indian films throughout the Hindi-speaking world. They seek to promote South indian films to Hindi-speaking audiences during the whole production process, rather than waiting until after a film has become popular in the South and arrangements are being made to subtitle it and release it to audiences in other parts of the nation.

The South is a major source of inspiration for hindi filmmakers, who purchase the hindi remake rights to many South hits. Despite this dependence, hindi filmmakers haven't always been open to the South-dubbed films that have set records in the hindi market. The fact that South indian films had flooded the hindi market and were breaking box office records did not sit well with hindi producers and celebrities. Some even got into arguments with their southern counterparts on social media. The fact that hindi movies, especially those starring A-list actors, were consistently underperforming at the box office made it even more disheartening for hindi filmmakers.

Due to the fact that practically all directors were reproducing South indian movies, the hindi side did not have much of a chance. It is also true that hindi movies cannot support the cinemas for all 52 weeks of the year on their own. There are numerous shows every day that require greater supplies at multiplexes with five screens or more. Bhojpuri, Gujarati, Punjabi, and Marathi regional movies all struggle to find an audience. They only have hindi and hollywood movies, thus it would be best if there were also South Asian options.

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