In recent decades, there has been a marked shift in the releasing of Tamil films in the Telugu market, with original Tamil names preserved without translation or adaptation. This decision departs from the long-standing practice of localizing titles to appeal to Telugu viewers. Previously, Tamil filmmakers would give dubbed films titles that made sense in the local language, making them more relevant, save for universal titles like Chandramukhi, Ghajini, or Baasha. Even renowned director Shankar’s films, Anniyan and Nanban, were retitled Aparichitudu and Snehitudu for the Telugu audience.
However, this pattern began to fade with the release of Ajith’s Valimai, which preserved the Tamil title in the Telugu market. Following this, some Tamil films have continued to use their original titles, including for Telugu viewers. Most recently, Suriya’s highly awaited film Kanguva release date also announced in all Indian languages without a title change.Even superstar Rajinikanth, who has a large fan base in the Telugu cinema business, is following the trend with his upcoming film Vettaiyan, which will be released in Telugu without title localization.
Though Vettaiyan refers to “hunter” in Telugu, fans are dissatisfied that no effort was made to change the title for regional audiences. Vettaiyan is also launching in Hindi under the same title, limiting its commerce in Hindi areas. People are concerned that filmmakers are not showing enough respect for India’s various languages because no major promotional events are scheduled specifically for the Telugu market.
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