In the 1970s, Bollywood established a monopoly in cinema that lifted people up and united India during hard times, retaining the leadership role to this day. The past 15 years however have been marked by a democratization and some dramatic changes in the form of niches and genre diversity. Much of the national fervor for Bollywood has waned, giving way to ascending regional OTT content procured in regional film hubs.
Now that people are able to watch content in their own language that reflects their traditions more closely, Bollywood is now yielding influence to Tollywood, Kollywood, and Mollywood. Let’s investigate this phenomenon.
The Bollywood Monopoly
This Indian film hub in Mumbai has not only long dominated Indian film – it’s one of the largest film producers in the world. It’s even shaped global perception of Indian culture, riding on the back of massive budgets, stars, and catchy music, leaving cinema in Tamil, Telugu, Bengali, and Marathi in the shadows. Shahrukh Khan is the most successful Bollywood actor in history and is currently worth a whopping 770 million dollars.
Bollywood’s centralized, inclusive, large-tent production model has allowed it to maintain its supremacy. Major studios, production houses, and a select group of star-driven films dominated the market, often making it difficult for independent and regional filmmakers to break through. This, however, often overlooks the diverse cultural and linguistic groups that make up India’s unique population, as it is perhaps the most diverse country in the world.
Diversity Block
The limitation of Bollywood’s monopoly is apparent in its struggle to represent India’s vast diversity. While Bollywood films have global appeal, they primarily cater to Hindi-speaking urban audiences. So people in other corners of India were often underrepresented or ignored by mainstream cinema. Also, the repetitive formula of broad, mainstream narratives left little room for niches or experimental storytelling. So Bollywood’s once monolithic presence had begun to fracture.
Rise of Regional Content
In the past ten years, a wealth of digital resources have cropped up specializing in catering to particular crowds. Entertainment platforms specialize within a broad range of niches, whether it’s a series streaming platform like Disney+ Hotstar or an online casino like Odds96.
Now that streaming platforms have made room for content democratization so that average Joes could become YouTube stars and show creators could test new audiences, niches have gained the room they needed to capture an audience and expand. Now Netflix,, Zee5, and Mx Player offer people shows that align more with their desires and experiences. Most young people had already had enough of the out-of-touch, repetitive, predictable Bollywood films.
It comes as a shock to no one that people like to be able to understand the dialog in a film and they like to hear it in their own language, of which India has over 20. These events alone have given rise to new film hubs in their own languages, including, above all:
- Tollywood (Telugu), located in Hyderabad;
- Kollywood (Tamil), located in Chennai, Tamil Nadu;
- Mollywood (Malayalam), located in Trivandrum and Kochi;
- Sandalwood (Kannada), located in Bengaluru.
These industries focus on local stories, traditions, and issues that resonate more with their specific regions and audiences. That said, like Bollywood movies, these films are still for the most part, limited in reach and their popularity normally doesn’t expand beyond their regions. Subtitles and dubbing however, can be game-changers for wider accessibility, which OTT services have invested heavily into.
Popular regional films such as Kumbalangi Nights in Malayalam and Super Deluxe in Tamil have received global acclaim, not just within India but even abroad. They have garnered massive viewership, highlighting the demand for authentic, culturally resonant narratives.
Regional filmmakers and stars have built significant following beyond their territories, such as:
- Fahadh Faasil (Malayalam);
- Nani (Telugu);
- Radhika Apte (Hindi/Tamil);
- Vijay Sethupathi (Tamil);
- Prithviraj Sukumaran (Malayalam);
- Sanya Malhotra (Hindi/Telugu).
All of this is fostering greater diversity to further embellish Indian cinema.
Changing Viewer Preferences
Amazon Prime Video has heavily invested in regional originals such as The Forgotten Army (Hindi), Breathe (Tamil), and Sundari (Marathi) while Netflix has significantly ramped up its regional content offerings with titles like Delhi Crime and Sacred Games. Such regional content on these platforms is going so well that subscriber bases on services like Hotstar, Zee5, and SonyLiv are growing despite relying mainly on regional content.
Bollywood films also often portray idealized versions of life while regional content tends to explore the struggles, dreams, and realities of people on a more personal level. Thus, viewers are increasingly drawn to films that reflect their own lives and experiences rather than the glossy, unrealistic narratives typical of Bollywood. Regional cinema often deals with local issues, whether it’s caste, religion, gender, or economic disparity.
Big Hits in other Regions of India
We have seen ascending hubs come up with big box-office hits as of late.
Telugu
Notable films include Baahubali: The Beginning & Baahubali: The Conclusion in 2015 and 2017. This series is one of the most successful Indian film franchises of all time, combining elements of mythology and epic narratives.
Tamil
Super Deluxe is a dark comedy-drama and an ensemble film that weaves together multiple interconnected stories. The film delves into themes of morality, religion, and human relationships, all while showcasing the unique urban and suburban Tamil culture. It was lauded for its sharp writing and bold storytelling.
Then there was Vikram, a thriller featuring Tamil cultural motifs with high-octane storytelling. It really communicates Tamil identity, masculinity, along with some political undertones.
Malayalam
This cinema is known for its nuanced and character-driven storytelling along with its ability to tackle complex social issues while maintaining authenticity. This industry has been at the forefront of innovation in filmmaking and has gained a reputation for producing both culturally specific and universally relatable content.
Kumbalangi Nights explores the lives of four brothers in a coastal village in Kerala. It captures the essence of Malayali family dynamics, local landscapes, and the struggles of interpersonal relationships. It also portrays the region’s focus on community and family values. Meanwhile, Drishyam is a gripping thriller addressing morality and justice.
Kannada
Films in Sandalwood have slowly been rising to prominence. KGF: Chapter 1 & 2 represent a modern, commercial take on the region’s historical struggles and its cultural essence.
Bengali
This cinema has a rich artistic and intellectual tradition, renowned for its literary influences and deep exploration of human emotions. Piku is a family drama about the challenges in parent-child relationships. It’s set in Kolkata and ties together Bengali culture, urbanity, and the city’s iconic locations. The Lunchbox explores love, loneliness, and chance encounters in Mumbai, though its protagonist is a man from Kolkata.
Bollywood’s Response: Collaboration and Adaptation
In response to the rise of regional cinema hubs, Bollywood has realized that in order to stay relevant, it must engage with regional cinema more meaningfully, so Bollywood filmmakers are engaging in more cross-industry collaborations and working with regional talent both in front of and behind the camera to create content that resonates with wider audiences. Bollywood stars like Amitabh Bachchan and Rajinkanth have worked in Tamil films and vice versa, leading to greater cultural exchange. The former said he considers the latter a serious inspiration.
Filmmakers are beginning to explore regional narratives in Bollywood films, as seen in films like Dangal, based on a real-life wrestling family from Haryana and Article 15, exploring caste-based discrimination in India. While this does show openness on Bollywood’s part, it also highlights its need to evolve if it is to retain its leadership in Indian cinema.
