It’s the Indian film industry”, has been the rallying cry of the cross-pollination movement taking place across film industries in India. After the Telugu film RRR (2022) saw cameos from actors Ajay Devgn and Alia Bhatt, actors Shah Rukh Khan and Ranbir Kapoor fronted two of 2023’s biggest films: Atlee’s Jawan and Sandeep Reddy Vanga’s Animal.

The shift is turning stratospheric in 2024, with actor Prithviraj Sukumaran playing the baddie in Bade Miyan Chote Miyan, actors Deepika Padukone and Amitabh Bachchan joining hands for actor Prabhas’ Kalki 2988 AD, actor Varun Dhawan’s collaboration with filmmaker Atlee for Baby John and actor Emraan Hashmi featuring in the Adivi Sesh-starrer Goodachari 2.

Actor Tiger Shroff says, “It really opens up the market, and we get a large audience with such collaborations. I would love to work with (actors) Allu Arjun, Ram Charan and Jr NTR, all of whom I am a huge fan of.”

Recently, Hanuman, starring Teja Sajja, a virtually unknown name in the north, went on to collect more than Rs. 50 crore in the region despite next to zero promotions. “There have been a couple of (Hindi) offers after Hanuman, which was also like a Hindi film. I am happy to do films for the national audience, if the subject is relevant,” he says.

Trade expert Atul Mohan, however, feels that cross-pollination has come and gone earlier, too. “In the ’70s and ’80s, actors such as Jeetendra and Sridevi would work in so many southern-language films, and the same amount in Hindi, too. Directors and producers would work here. And then it slowed down.”

However, exhibitor Akshaye Rathi doesn’t see this as just a trend. “This did happen a lot in the past — and it’s coming back now. And it will stay forever. Just look at (actors) Hrithik Roshan and Jr NTR teaming up for War 2. When this happens, two massive markets get harnessed together,” he says.

It’s a matter of when that one film comes and collaboration across industries all starts again. If films like these don’t work as much, we might stop seeing the fascination with pan-India films.

- Atul Mohan, Trade Expert

Before Baahubali, people (in the north) would watch southern-language films on a TV channel and say ‘Achchi thi film’. Today, OTT has opened up things more.

- Shruti Haasan, Actor

Just look at Hrithik Roshan teaming up with Jr NTR for War 2. When this happens, two massive markets are harnessed at the same time.

- Akshaye Rathi, exhibitor