(This article is authored by Alar)

Bollywood was awed by the victory of south Indian films like Pushpa, KGF, RRR, Ponniyin Selvan, and Kantara, and the rise of these films on the international stage has undermined the hold of north Indian cinema. Rajamouli, in particular, has been instrumental in this sensational pan-Indian trend, but he recently stated in an interview that "the hunger to succeed in films has come down a little bit after corporate came to Bollywood." The director is currently rejoicing over RRR's Golden Globe nominations for 2023.

Speaking in an interview with Film Companion, SS Rajamouli said that the failure of Hindi cinema is only because of the high fees of actors, directors, and others who were involved in the process of filmmaking. He said, "What happened was, once the corporate started to come into the Hindi films and started paying high fees to actors and directors companies, the hunger to succeed in films has come down a little bit."

This year, according to Rajamouli, the South Indian film industry thrived because the same situation did not exist in the South. He said, "You have to swim more or you are going to sink." He added, "We have good business now, and now if we start to get complacent, then hunger to succeed goes down, and it’s going to go the other way,"

"I don't think there will be any secret formulas. Two things I would say is, basically having a connect with the audience and not getting too comfortable. If you get too comfortable, you will get too complacent. If your film is doing good business at the moment of announcement then you tend to get complacent." he said.