Pushpa 2’s Patna success exposes Bollywood’s waning connection with masses
The trailer launch event for Pushpa 2: The Rule in Patna, Bihar, was nothing short of a spectacle, reaffirming Allu Arjun's rising stardom in North India.
Updated : November 18, 2024 11:40 AM ISTThe trailer launch event for Pushpa 2: The Rule in Patna, Bihar, was nothing short of a spectacle, reaffirming Allu Arjun's rising stardom in North India.
Allu Arjun at the Pushpa 2 event in Patna.
It would be an understatement to say that Sunday's trailer launch event for Pushpa 2: The Rule was a massive success in Patna, Bihar. The visuals from the event were a stark contrast to what we witnessed during the pre-release promotions of Pushpa: The Rise. Back in 2021, the movie's lead stars, superstar Allu Arjun and Rashmika Mandanna, appeared before a modest gathering of media personnel in a fancy hotel in Mumbai. It was a seemingly low-key affair, a minimal attempt by the cast and crew to spread awareness about the movie's existence.
However, the Patna event for Pushpa 2 was nothing short of spectacular. The massive audience turnout exceeded everyone's expectations. The film's distributor, Anil Thadani, expressed hope that this overwhelming ground response would translate into box office success, highlighting the unprecedented scale of the event. "I have never seen anything like this in the North," he said. Pushpa 2 is not the first Telugu movie to strategically launch promotions in a North Indian state, leveraging its pan-India appeal.
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A couple of years ago, Telugu superstar Prabhas attended the teaser launch for Adipurush in Ayodhya. However, that event paled in comparison to the electrifying reception for Pushpa 2. The PR missteps surrounding Adipurush further diminished its impact. By contrast, even Allu Arjun might be astonished at the level of fan following he now commands in Bihar—a state that seemed distant just a few years ago. Fans in Bihar gave their Telugu counterparts a run for their money with their passionate turnout.
The stardom Allu Arjun enjoys in North India has eluded many of today’s Bollywood A-listers. Members of the Hindi film fraternity seem to have been living in a bubble, alienating a vast section of the movie-going audience. The disconnection is stark; fans who once thronged cinema halls or turned up for public events are now a rare sight.
Bollywood's struggle to connect with audiences in the Hindi heartland is real. The industry has been catering primarily to an urban demographic, failing to engage those beyond metro city centres. This disconnect has grown over the years and is now clearly visible in dwindling box office numbers. The superstars who could once guarantee packed theatres on opening day have been reduced to a select few, creating a massive opportunity for South Indian talent to fill the void.
Pushpa Kabhi Jhukega Nahi, Lekin Pehli baar Aap ke Pyaar ke liye Jhukega .. धन्यवाद पटना 🖤 pic.twitter.com/r9T9fp94gO
— Allu Arjun (@alluarjun) November 17, 2024
Allu Arjun’s rise to stardom in the Hindi heartland didn’t happen overnight or with just one movie. His earlier films, dubbed in Hindi and aired on television, gradually built a loyal fan base. When he ventured into the pan-India space with Pushpa: The Rise, these fans showed up in theatres. The movie’s release was driven by single-screen audiences, surprising industry insiders and compelling stakeholders in Hindi cinema to introspect.
No, this is not a scene from any political rally. These scenes are from the trailer launch of Pushpa 2 at Gandhi Maidan, Patna. #Pushpa2TheRule #AlluArjun #Pushpa2TheRuleTrailer #Pushpa2 pic.twitter.com/aDZz1NrFjv
— Madan Ojha (@themadanojha) November 17, 2024
Even some of Bollywood’s biggest stars now struggle to draw audiences to theatres. The success of the Pushpa 2 event in Patna highlights a massive gap: audiences in the Hindi heartland are craving movies that resonate with their culture, traditions, and daily lives. However, this doesn’t mean filmmakers should universally adopt themes like pan-chewing gangsters or flamboyant anti-heroes. Allu Arjun himself has portrayed a variety of characters—college students, corporate employees, soldiers, devoted brothers, and NRIs. Each role has clicked with audiences in South India and, arguably, with Hindi-speaking viewers through television and online platforms.
Southern filmmakers seem to understand the language and grammar of entertainment that appeals to the masses. Cinema has traditionally been the art of the working class—a medium for those who couldn’t afford operas or elaborate stage plays. Over time, it evolved into what it is today. Mainstream filmmakers who wish to stay relevant and connected with their audiences must never forget this foundation. The working-class audience remains the lifeblood of cinema, and Pushpa 2’s success in Patna is a reminder of this enduring truth.