Good News! Telugu cinema has created a new market in Kerala! Yes, Telugu films dubbed into Malayalam are the new flavour of Kerala and the real big news is that our Bunny alias Allu Arjun is the hot favourite among the youth ,for his dancing and youth centric films.
Last year the dubbing boom started in Kerala when Allu Arjun's Arya was dubbed into Malayalam with the same title. The film was purchased and dubbed into Malayalam for a throwaway price. The distributor popularized the hit songs tuned by Devi Sri Prasad through Malayalam channels Asianet, Surya and Kiran. The film is said to have made Rs 30 to 35 Lakhs from the Kerala market.
This was followed by Venkatesh-Nayantara starrer Lakshmi, which turned out to be a bigger hit. Nayanthara being a Malayalee had her own reach and as she wore glamorous costumes in these films it also got her an audience. Then came Boss-I love you which was a bigger hit!
Meanwhile Allu Arjun's Happy was released last month. It has become a super smash hit. In Ernakulam, the major town in Kerala, Happy has netted Rs 4.22 Lakhs at Padma theatre in its first week! It is simply amazing that Allu Arjun could attract the youth of Kerala, whose icons are Mammootty and Mohanlal! As per trade indications Happy will do business worth Rs 70 to Rs 80 Lakhs from Kerala!
What is happening is ,the youth in Kerala have lapped up Telugu young-hero movies, especially Allu Arjun who's Desamuduru dubbing rights have gone for a record Rs 12 Lakhs! Now Telugu films like Bunny, Yogi, Athadu and many more are getting dubbed at Ernakulam studios!
The trade in Kerala believes that Telugu youth movies with good music, action and glamour can give Tamil movies a run for their money in the state!