Post Ayodhya, Are South Filmmakers Betting Big On Mythology?

Contemporary South cinema is now exploring an age old theme with the newest of technology and marketing missiles. Kollywood, Tollywood and Kannada cinemas are cannily exploiting ancient mythology themes with gusto. On Makar Sankranti day, Telugu film director Prasanth Varma’s Hanu Man was released and the promo promised that every Rs 5 from a ticket would be contributed to the Ram Mandir construction in Ayodhya. And he was not wrong with his brand equity math – he donated Rs 2.6 crore to Sri Ram Mandir. Hot on the heels of Hanu Man, Varma proclaimed Jai Hanuman, the sequel/prequel on January 22 with a devotional pooja organised at the Hyderabad Hanuman mandir. Varma’s soon to be shot script features a fantasy world of superhuman beings and incidents from the Aadi Kaavyam with never before explored events to be woven into the film. Kannada filmmaker Suresh Arts Productions announced Sri Rama, Jai Hanuman on the same Prana Prathistha day, planning a unique story telling in Kannada, Tamil, Telugu, Hindi and English. Ramanand Sagar had set a benchmark viewership record when his Ramayan made television history in 1987-88, when traffic countrywide would come to a standstill every Sunday.  A new age revival of Hindu mythology and stories that have stood the test of centuries is about to happen. The cinema factory has an instinct for super profitable panorama. Are you ready to be enchanted and entranced?