According to the recent Ormax Media report the Indian gross Box office stood at Rs 10,637 Cr in 2022, just Rs 300 Cr less than 2019, which happened to be the best-grossing year at the India box office. But there was a major shift that was witnessed in the box office numbers of 2022 compared to that of 2019. In 2022, the share of the Hindi box office saw a downward slide from 44% to 33%, while the Telugu box office gained a share, moving up from 13% to 20%. The films from four Southern languages contributed 50% to the country’s box office (Tamil garnered 16%, Kannada share stood at 8% and Malayalam clocked 6%). Moreover, 32% of Hindi box office came from dubbed versions of Southern films like K.G.F: Chapter 2, RRR, Kantara, etc. The upsurge of the South has taken many by surprise, especially the industry pundits and stalwarts. How did we arrive at this scenario? Is this the new normal, a disruption? Or is it a one-off phenomenon that will slowly subside with time?
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“The distinction between male and female serves as a basic organizing principle for every human culture. Although societies differ in the specific tasks they assign to the two sexes, all societies allocate adult roles based on sex and anticipate this allocation in the socialization of their children. Not only are boys and girls expected to acquire sex-specific skills, but they are also expected to have or to acquire sex-specific self-concepts and personality attributes, to be masculine or feminine as defined by that particular culture. The process by which a society thus transmutes male and female into masculine and feminine is known as the process of sex typing.”