The past year did not see southern studios investing in aggressive marketing or distribution in north India, unlike that seen for RRR, KGF: Chapter 2, and Kantara, theatre owners said. Stars such as
Rajinikanth, Vijay and Ajith anyway refrain from participating in marketing campaigns in these markets.
There could be some fatigue with the South Indian action film template, as is evident in the collections of Prabhas' release Salaar which earned a tad over 132 crore from its Hindi version, at last count.
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