Netflix invested 3000 crores in India in 3 years
New trend of OTT: Netflix invests Rs 3000 crore in 3 years in India, dubbing facility in 30 languages, big market opened for regional films
Issues like racism, immigration crisis and presence of foreign stars gave ‘Jagme Thandhiram’ a global audience
OTT is changing the old definition of target audience of films. Earlier a film was made in one language and it was released in the theater in that language. After this the era of multi-language films also started, when films are being made in more than one Indian language.
Now with the help of OTT, Indian regional films are being dubbed in global languages other than English and reaching audiences around the world. Indian film makers can take advantage of this market with the help of content and treatment that has global appeal.
The most recent example of this is South’s superstar Dhanush’s film Jagme Thandiram. The film is being seen as a new trendsetter. This film, which came on Netflix, was dubbed in many other languages. It was also widely seen and appreciated in the countries of Europe and Africa.The overseas market is huge for films in Indian languages including Hindi, Tamil, Malayalam. The target audience in overseas releases is only Indians residing abroad. For example, Hindi films run a lot from America to Australia. Similarly Malayalam films in UAE, Tamil films are frequent hits in Singapore.However, OTT has created a possibility beyond this. Films from India in Hindi and other languages are arriving in French, Spanish, Portuguese, Turkish, Korean and other languages apart from English. This is a very important and years-long change in terms of both the creative aspect of film making and the economic potential.
Dhanush making an international mark
Dhanush’s film ‘Jagme Thandhiram’ has run in the global market. Dhanush is working in another action adventure web series ‘The Gray Men’ of Netflix itself. It stars Chris Evans and Ryan Gosling as his co-stars. Earlier, Dhanush has appeared in the film ‘The Extraordinary Journey of the Fakir’ made in India and French collaboration. The film was made in both French and English language. How Ajatashatru Lavansh Patel, a magician roaming the streets of India, reaches many countries including France, this story was also clicked abroad.
