Trade experts predict slow start in North India

• The South Indian film ‘Devara’ is creating a buzz in the South, particularly in Telugu states and Karnataka, but is off to a slow start in North India due to insufficient promotions.

• Trade experts believe the film’s makers need to better understand the importance of nationwide promotion for a Pan-India release.

• Meanwhile, ‘Devara’ is set to make its digital debut on Netflix after 50 days in theaters, with the streaming giant reportedly purchasing the digital rights for ₹100 crore.

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Jr NTR’s ‘Devara: Part 1’ lacks pre-release buzz

What’s the story

South Indian superstar Jr NTR is set to return to the big screen with Devara: Part 1, co-starring Janhvi Kapoor and Saif Ali Khan. The film is scheduled for release on Friday (September 27).

However, reports suggest that there is a lack of pre-release buzz for this pan-India film in northern India.

This contrasts with films like Baahubali, RRR, and Pushpa which generated significant attention before their release.

‘Devara’ buzz is really good in South: Trade expert

Trade expert Ramesh Bala told Zoom, “Devara buzz is really good in South…Especially in Telugu states and Karnataka, it’s also slowly picking up in Tamil Nadu and Kerala.”

“As far as the North market is concerned, in Hindi, it’s the first solo Pan-India movie for Jr NTR, unlike RRR , which had SS Rajamouli, also RRR was extensively promoted in the North.”

He remains optimistic about Devara‘s performance after its initial release.

‘Devara’ Hindi buzz low due to lack of promotions

Industry expert Taran Adarsh echoed Bala’s sentiments, stating that there is a tremendous buzz for Devara in Telugu states, particularly in Telangana and Andhra Pradesh.

However, he attributed the lack of buzz in Hindi to insufficient promotions and limited advance booking openings.

“The advance bookings are also going well, especially overseas but the buzz in Hindi is low-key because of a lack of promotions for reasons best known to the producers,” Adarsh stated.

‘Devara’ makers need to understand this: Trade analyst

Trade analyst Komal Nahta stated, “The problem with the South Indian filmmakers, producers, stars is that they want a Pan-India release but will do nothing much to promote the film in India, other than South.”

“They need to understand that your promotion down South is not going to come in handy here…the kick-start that the film gets because of promotions will not happen with Devara as they have completely ignored the rest of India, especially North.”

‘Devara’ to make digital debut after 50 days

In related news, Devara is set to make its digital debut after 50 days of its theatrical run, according to Aakashavaani.

The streaming giant Netflix has reportedly bought the digital rights of the Jr NTR starrer for ₹100 crore, although the makers have not yet confirmed these reports.

The film is directed by Koratala Siva.

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