The concept of Pan-India releases may sound glamorous, but in reality, it often struggles to deliver the expected results. More than once, this strategy has proven to be more of a myth than a sustainable success formula.
Take the recent example of OG. While the film performed well in Telugu states, it failed to create any significant impact in Tamil, Malayalam, and Kannada markets. Even in Hindi, the response was underwhelming. The primary reason was the lack of proper promotions outside the Telugu belt. Despite bringing in Bollywood actor Emraan Hashmi to appeal to the Hindi audience, the film had very little visibility in that market, and his presence hardly translated into box-office numbers.
This highlights a key lesson—unless promotions are executed strategically across multiple languages and regions, Pan-India releases can easily backfire. Relying solely on regional strength is not enough to ensure nationwide success. Moreover, the massive publicity expenses involved often end up becoming irrecoverable, leaving producers and buyers at risk of heavy losses.
Now, with Kantara Chapter 1 gearing up for release in just a few hours, all eyes are on whether it can break this trend and truly live up to the Pan-India tag.
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