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<ul><li>Saaho, the mega-budget movie of South Indian superstar Prabhas has one 18 minutes long sequence that cost ₹650 million. </li><li>"Saaho" is scheduled to release in three languages -- Hindi, Telugu and Tamil on August 30. </li><li>AMB Cinemas in Hyderabad, which was among the first to open windows for booking, said they've sold 25,000 tickets for 83 shows </li></ul>Saaho, the mega-budget movie of South Indian superstar Prabhas boasts of something even his super hit series <keyword id="6355407" type="UNKNOWN" weightage="20" keywordseo="bahubali">Bahubali</keyword> cannot. The high octane action flick has a single 18 minute-long sequence that cost ₹65 crore to make it. The total budget of the movie is at around ₹350 crore. <a href="https://www.koimoi.com/bollywood-news/saaho-65-crores-for-18-minutes-sequence-director-sujeeth/">In an interview with The Hindu, Sabu Cyril said</a>, “It wouldn’t have been possible to shoot the chase sequence that happens in the middle of the city and extends to a few kilometres away in real locations, so we recreated portions of Abu Dhabi.” Saaho is scheduled to release in three languages -- Hindi, Telugu and Tamil on August 30. The film is directed by Sujeeth, and co-stars Shraddha Kapoor, Neil Nitin Mukesh and Jackie Shroff in key roles. Saaho registers a massive pre-booking Theatres across Hyderabad witnessed an extensive advance booking soon after the tickets window opened. AMB Cinemas in Hyderabad, which was among the first to open windows for booking said they've sold 25,000 tickets for 83 shows. As of August 29, there were hardly any tickets left on BookMyShow for the show. According to IBtimes, AMB Cinemas are running shows with 308 seats and can earn upto ₹62,800 for each of the show. Saaaho will be released in IMAX too The action thriller also has an IMAX version which will be released in India and abroad. The film has been digitally re-mastered into an immersive IMAX format. While it has become a common to release Hollywood films in IMAX screens, Bollywood has not yet caught the trend is not yet prevalent among Indian filmmakers, particularly the ones in Bollywood. Aamir Khan’s Dhoom 3, Akshay Kumar’s Gold and Rajnikanth’s 2.O are amongst the few Indian films to be released on IMAX. "We are thrilled to partner with UV Creations and T-Series on the release of Saaho, a pulse-pounding, non-stop action epic that deserves to be experienced in IMAX," Megan Colligan, President of IMAX Entertainment and Executive Vice President, IMAX Corp said. (with IANS)

Prabhas’ Saaho has a single 18 minute sequence that cost ₹65 crore

<ul><li>Every week, Business Insider India picks up all the new releases across theatres and different OTT platforms in India for the readers. </li><li>This week sees the release of Prabhas' Saaho which got poor reviews from all the critics. </li><li>Visit Business Insider for more stories. </li></ul>Even as the much awaited Saaho movie released to poor reviews, there is much to watch on all the streaming platforms. This week <keyword id="2598255" type="PERSON" weightage="20" keywordseo="Article-15">Article 15</keyword> and Men in Black made their debut on <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> and HOOQ. Every week, Business Insider India picks up all the new releases across theatres and different OTT platforms in India for the readers. Here's the list : <div type="Slideshow" msid="70908737" hostid="261" title="Weekend Watchlist: From Men in Black to Article 15, Here's everything you can binge" firstImageMsid="70908754" slideCount="4"></div>

Weekend Watchlist: From Men in Black to Article 15 Here's everything you can binge

<ul><li>Every week, Business Insider India picks up all the new releases across theatres and different OTT platforms in India for the readers. </li><li>This week you can watch The Sky is Pink on Netflix. </li><li>Visit Business Insider India for more stories. </li></ul>Every week, Business Insider India picks up all the new releases across theatres and different OTT platforms in India for the readers. Here’s what you can watch this weekend: The Sky is Pink on Netflix <div type="image" title="8F3FE1A1-72CF-49B0-945E-01CB36D99693" msid="72525171" hostid="261"></div>

 Director: <keyword id="85919" type="PERSON" weightage="20" keywordseo="Shonali-Bose">Shonali Bose</keyword> Stars: Zaira Wasim, Priyanka Chopra, <keyword id="5015" type="PERSON" weightage="20" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword> IMDb: 6.7/10 Description: The Sky is Pink is an emotional love story of a couple — Aditi and Niren. They struggle to save the life of their teenage daughter — Aisha who is suffering from a terminal illness. What critics say: The writer and director Shonali Bose bounces from tone to tone, livening the somber subject matter with bright hues, quippy dialogue and an ever-jubilant score, says Teo Bugbee from New York Times Ribbon on Hotstar and Apple TV <div type="image" title="ribbon-movie-review-2" msid="72525131" hostid="261"></div>

 Director: Rakhee Sandilya Stars: Kalki Koechlin, <keyword id="1320517" type="PERSON" weightage="20" keywordseo="Sumeet-Vyas">Sumeet Vyas</keyword>, Abhudar-Al-Hasan IMDb: 6.9/10 Description: Ribbon is a story about a young working couple who have to deal with an unplanned pregnancy. What critics say: It addresses subjects that Bollywood and even parents sometimes shy away from addressing their children, writes Kriti Tulsiani from News 18. <keyword id="8443744" type="UNKNOWN" weightage="20" keywordseo="Inside-Edge-2">Inside Edge 2</keyword> on Prime Videos 
	<div type="image" title="inside-edge-season-2-1091129" msid="72525454" hostid="261"></div>

 Director: Aakash Bhatia and Gurmmeet Singh Stars: <keyword id="13902" type="PERSON" weightage="20" keywordseo="Vivek-Oberoi">Vivek Oberoi</keyword>, Angad Bedi, Richa Chadha, Aamir Bashir and Sapna Pabbi Description: Inside Edge 2 is the second season of the behind-the-scenes story of a powerful cricket league. It also introducers viewers to the politics of cricket and its two villains-- Bhaisaheb -- the president of ICB and his arch nemesis Dhawan played by Vivek Oberoi. What critics say: The Game gets murkier and more thrilling, writes Rohit Vats from News18. Spider Man: Far from home 
	<div type="image" title="spider-man_far-from-home_16x9" msid="72525428" hostid="261"></div>

 Director: Jon Watts Stars: Tom Holland, Samuel L. Jackson, Jake Gyllenhaal IMDb: 7.6/10 Description: Spider Man’s sequel deals with the aftermath of Avengers:Endgame. Peter Parker is taken aback by the death of his mentor. However, he has to deal with another catastrophic event that might wipe out Earth. What critics say: It feels comfortably like the end of a chapter, the beginning of a new one, an epilogue, and a palate cleanser all at once, says Clarisse Loughrey Independent (UK) Saaho on Netflix 
	<div type="image" title="download" msid="72525345" hostid="261"></div>

 Director: Sujeeth Stars: Prabhas, Shraddha Kapoor, <keyword id="297" type="PERSON" weightage="20" keywordseo="Jackie-Shroff">Jackie Shroff</keyword> IMDb: 5.4/10 Description: Saaho, the mega-budget movie of South Indian superstar Prabhas is an action thriller. An undercover cop and his partner realises that the robbery case they were trying to solve is actually a murder case of a crime lord. What critics say: “The movie is crisply, sometimes stylishly shot, but it's too muddled to be slick and too lacking in charm to establish any emotional stakes,” said Rachel Saltz from the New York Times

Weekend Watchlist: Here's what you can binge on Netflix, Amazon Prime and other streaming services

<ul><li>The box office collection of Prabhas’ last two releases, Saaho and Radhe Shyam, were much below expectations. </li><li>If it’s able to manage a good opening, <keyword id="9776044" type="General" weightage="20" keywordseo="adipurush" source="Orion">Adipurush</keyword> may be able to breach the ₹350-crore lifetime earnings mark, says Elara Capital. </li><li>Small and medium budget films continue to struggle, as their success in North and South circuits has dropped sharply. </li><li>The first quarter of FY24 has gotten off to a slow start, with no surprises except for The Kerala Story and Hollywood movie, Fast X. </li></ul>After an average performance of his last two movies, South superstar Prabhas might see a good run at the box office with his upcoming release Adipurush, say analysts. The movie, based on the mythological epic Ramayana, is expected to bring in opening day collections of ₹50-60 crore for the dubbed versions. The Hindi original is also expected to clock in ₹20 crore, predicts a research report by Elara Capital. As <a href="https://www.dnaindia.com/bollywood/report-adipurush-overseas-advance-booking-bulldozes-past-rs-6-crore-mark-prabhas-om-raut-kriti-sanon-saif-ali-khan-3047559">per media reports</a>, its advance bookings have been creating buzz, especially in overseas markets like Canada and Australia. If it’s able to manage a good opening, this big budget movie will be able to breach the ₹350- crore lifetime earnings mark – unlike Prabhas’ earlier movies Saaho and Radhe Shyam whose collections at ₹280 crore and ₹150 crore, respectively, were way below expectations “The film may surpass our estimates based on good content and word-of-mouth. Ticket prices are expected to be premium, around 20% higher than the average ticket prices on a pan-India level,” says Karan Taurani and Rounak Roy of Elara Capital. Adipurush will be released across India on June 16 in Hindi, Telugu, Tamil, Kannada and Malayalam. It also stars Saif Ali Khan and Kriti Sanon, and is directed by Om Raut who had delivered the superhit movie, Tanaji. Small budget films not bringing in the moolah In spite of a few recent hits like Pathaan, The Kerala Story, Kantara and more, movie theatres have been struggling to bring back footfalls to match the pre-Covid levels. “Small and medium budget films continue to struggle as frequency of content becoming successful has dropped sharply in the North and South circuits,” the research report from Elara, which tracks PVR, says. Vicky Kaushal and Sara Ali Khan's latest release Zara Hatke Zara Bachke has minted ₹37.4 crore in its first week, according to trade analyst Taran Adarsh. The movie, directed by Laxman Utekar, saw a decent opening, garnering ₹5.49 crore on the first day of its release. In spite of the positive surprise that the movie delivered, Elara believes that the momentum was driven by the Buy-One-Get-One-Free (BOGO) offer. It reduces distributor-producer share to approximately 30% from 50% earlier. “It makes film production economics unviable; while it is a good promotional activity to propel audiences back into the cinema halls to drive frequency, good and consistent content is the only big driver for improved occupancy levels,” say Taurani and Roy in their note. A slow start to FY24 The first quarter of FY24 has gotten off to a slow start in terms of box office, with no surprises except for The Kerala Story and Hollywood movie, Fast X. Hindi film box office collections for the first quarter are expected to be 20% lower than what they were pre-Covid. As compared to the same quarter last year, the drop is expected to be sharper at 30%, the research firm predicts. For context, the same time last year had hit movies like Rajamouli’s RRR, Karthik Aryan’s Bhool Bhulaiyaa 2 and Yash’s KGF 2. The second quarter of FY24 is expected to see many big movie releases like Karthik Aryan’s Satyaprem, Sunny Deol’s Gadar 2, Ranveer Singh’s Rocky Aur Rani Ki Prem Kahaani, Akshay Kumar’s OMG 2, Ranbir Kapoor’s Animal and Shah Rukh Khan’s Jawan. “Q2FY24 may be the best quarter even if half of these films report a healthy box office collection. Woes persist for exhibitors as Hindi content recovery is important to drive advertising growth, which remains under pressure,” the Elara report opines. The number of Hindi films lined up for release however remains lower than pre-Covid levels — by 30-35%.

Adipurush’s opening box office collection projections show Prabhas is back

<ul><li><keyword id="94964" type="ENTERTAINMENT" weightage="20" keywordseo="Dabangg">Dabangg</keyword> 3 featuring <keyword id="6354583" type="PERSON" weightage="20" keywordseo="salman-khan">Salman Khan</keyword> and Sonakshi Sinha, earned ₹73 crore on its first weekend after release. </li><li>Film analyst believe the movie could have earned ₹85 crore if not for the CAA protests. </li><li>Moreover, the film — that gives a sneak peak of about Chulbul’s secret — hasn’t received good reviews. </li></ul><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> superstar Salman Khan is known to pick and choose the timing of his movie releases and this time around, he might have gotten it wrong. While his much-awaited Dabangg 3 earned ₹73 crore on its first weekend, it could have been better. Film analysts believe that the movie could have earned ₹85 crore had it been a normal weekend <a href="https://www.businessinsider.in/india/news/caa-protests-traffic-snarls-in-national-capital-delhi-gurgaon-border-chokes-with-vehicles/articleshow/72882208.cms">without the CAA protests. </a> “There has probably been some stabilization of the law and order issues as some places have grown more than others as they managed more screenings but still the film would have lost a reasonable amount of business. The Delhi / UP circuit is still heavily affected,” repored Boxoffice India. The recently passed Citizenship Amendment Act (CAA) triggered protests, leading to clashes between police and protestors. In most cases, it lead to imposition of Section 144, internet and metro shutdowns and massive traffic jams. 
	
	
	
	
	<div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="10190" retweetcount="1244" status="#Dabangg3 stays in the same range on Day 2... Few circuits up, few down... Protests hit biz hard... Loses approx ₹… https://t.co/964eUYTeHt" createdat="1577004310000" id="1208669796629221376"></div>











 Yet, the movie itself is raking in the moolah. It registered the fourth best weekend ever in 2019 after War, Bharat and <keyword id="4397147" type="PERSON" weightage="20" keywordseo="Saaho">Saaho</keyword> (Hindi). On the third day of release, its collections grew by 30% growth registering ₹29 crore in net earnings. It collected ₹24.5 crore on the first day of its release and ₹22 crore on the second day. The Christmas holidays on the horizon may bring a lot more people into the theatres. The film is released in Hindi, Tamil, Telugu and Kannada. The Prabhudeva directorial also stars Sonakshi Sinha and Mahesh Manjrekar's daughter Saiee Manjrekar also makes her debut in it . The film also features Kannada superstar Kichcha Sudeep in as the villain. Good profits, bad story This is the third installment of the much loved character Chulbul Pandey, a role that catapulted him to a star reviving his then flailing career in 2010. The movie takes viewers back to reveal a secret making it a prequel of sorts. However, the Khan magic might have faded this time, as critics remained unimpressed. They labelled it a “disaster”. “Watching Dabangg 3 it’s clear that the law of diminishing returns has caught up with this franchise. There is just no polite way to say this – the new film is an excruciating, exhausting bore,” <a href="https://www.news18.com/news/movies/dabangg-3-movie-review-salman-khan-film-is-an-excruciating-exhausting-bore-2431593.html">wrote </a>film critic Rajeev Masand. See also: <a href="https://www.businessinsider.in/advertising/brands/news/pepsi-gets-a-54-year-old-star-salman-khan-to-target-millennials/articleshow/72453762.cms">Pepsi gets a 54-year-old star, Salman Khan to target millennials</a> <a href="https://www.businessinsider.in/tech/news/caa-internet-shutdowns-make-india-example-for-china/articleshow/72931761.cms">Indian government shut off the Internet over a 100 times in 2019 — and China is lovin' it</a>

Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason

The official trailer of the much-awaited <keyword id="21381643" type="General" weightage="20" keywordseo="sci-fi-epic" source="keywords">sci-fi epic</keyword> <keyword id="19982502" type="General" weightage="20" keywordseo="Kalki-2898-AD" source="keywords">Kalki 2898 AD</keyword> finally dropped and we think it’s safe to say that the creators do their best to transport us to a dystopian future set nearly a thousand years into the future. With a budget of approximately 600 crore rupees and a star-studded cast, Kalki offers a glimpse into a world teetering on the brink. The film takes inspiration from <keyword id="19982997" type="General" weightage="20" keywordseo="Hindu-mythology" source="keywords">Hindu mythology</keyword>, with Kalki, the 10th incarnation of Vishnu, destined to restore balance during humanity's darkest hour. Directed by <keyword id="19982503" type="General" weightage="20" keywordseo="Nag-Ashwin" source="keywords">Nag Ashwin</keyword>, Kalki 2898 AD features <keyword id="19897073" type="General" weightage="20" keywordseo="Prabhas" source="keywords">Prabhas</keyword> in the titular role. Joining him on this epic journey are legendary actors <keyword id="19927390" type="General" weightage="20" keywordseo="Deepika-Padukone" source="keywords">Deepika Padukone</keyword>, <keyword id="19898963" type="General" weightage="20" keywordseo="Amitabh-Bachchan" source="keywords">Amitabh Bachchan</keyword>, Kamal Haasan and Disha Patani. Kalki promises a grand visual experience, transporting viewers to a world unlike anything seen before in Indian cinema. In fact, Prabhas himself bragged about the film's global appeal, stating in a recent interview that Kalki 2898 AD is "made for international [audiences]. With its high production value, stellar cast, and epic storyline, the film has the potential to be a true game-changer for Indian cinema on the world stage. The visual effects and attention to detail in the film are garnering a lot of accolades. Viewers are also very excited about Deepika and Amitabh dubbing the Telugu lines themselves! However, there’s been mixed reviews about the trailer so far — the dialogue delivery, in particular. <div type="twitter" handle="Kshamik4" handlename="Kshamik4" favoritecount="0" retweetcount="0" id="1800167915133730926"></div>Apart from these concerns, many are also wondering if the main characters are somewhat typecast — which isn’t necessarily a bad thing. After the mind-boggling success that the Bahubali franchise saw, Prabhas was dubbed the first pan-Indian star. Since then, the actor has delivered several films with openings that crossed a whopping 100 crore rupees. Prabhas does seem committed to the whole high stakes but visually appealing genre (think Saaho or Adipurush), but the schtick doesn’t seem to be doing him any favours, as almost all of his movies since Bahubali haven’t really succeeded, some fans pointed out. <div type="twitter" handle="SumitkadeI" handlename="SumitkadeI" favoritecount="0" retweetcount="0" id="1800221570310279530"></div>Now that the Telugu star is attempting another such film, we can only hope that he will be able to redeem himself and this particular genre. Then comes Deepika Padukone! While the global star is no-doubt a superb addition to the movie, the soon-to-be mother has taken mothering to a whole new level. Displaying a noticeable baby bump in the trailer of Kalki, Deepika has jogged our memory with her other recent performances in a maternal role. In Brahmastra Part One: Shiva, she assumed the role of Shiva’s (played by Ranbir Kapoor) mother. And in Shah Rukh Khan-starrer Jawan, she played King Khan’s mother as well! But the question that remains is if Deepika deliberately chooses to play more significant maternal characters or is this merely a coincidence? <div type="twitter" handle="htcity" handlename="htcity" favoritecount="0" retweetcount="0" id="1800512346248651239"></div>And now that we think about it, isn’t veteran legend Amitabh Bhachan also seems to be playing a character rather similar to the one he played in Brahmastra — that of a sage and wise old mythological guru with a purpose? In Kalki, Amitabh Bachchan is playing the character of Ashwatthama, who played an important role in the Mahabharata. Anyhoo, we’re very excited to see how these actors, along with the rest of the talented cast, perform. This ambitious project is being produced by <keyword id="20291210" type="General" weightage="20" keywordseo="Vyjayanthi-Movies" source="keywords" meta.keywordsubtype="org" meta.entityname="Vyjayanthi Movies" meta.hostid="261" meta.entityid="Vyjayanthi Movies">Vyjayanthi Movies</keyword> and is set to be released worldwide on June 27. Audiences can expect a spectacle across theatres, with the film releasing in Telugu, Hindi, Tamil, Malayalam, Kannada, and English. The story, however, is even bigger. Due to the extensive amount of footage shot, the makers have decided to release the film in two parts. This ensures that every crucial scene and character gets the spotlight they deserve.

Kalki 2898 AD’s trailer is out and the film looks grand. But have Prabhas, Deepika & Amitabh been typecast?

Indian movie industry has created a long list of rich acto₹ Quite a many actresses have also made their way into Forbes celebrity 100 list. Forbes considers the earnings over the latest financial year and the fame quotient gathered through social media as the criteria to give a slot in the celebrity 100 list on the basis of merit. Here is a list of <keyword id="2419360" type="PERSON" weightage="20" keywordseo="Top-10-actresses">top 10 actresses</keyword> who have made a fortune in the Indian movie industry and have also got a huge social following. 1. Alia Bhatt The best grossing film of Alia Bhatt was Gully Boy, which was also nominated from the country for Oscar award. Alia Bhatt’s massive social media presence has given her a winning edge over the others more than her earnings. In 2019, she has made an income of 59.21 crores while the latest earning in 2020 is yet to be declared. 2. Deepika Padukone The movie Padmavat alone paid Deepika Padukone ₹ 12 crores. In the year 2019 she made ₹ 48 crores as income, while she was making as much as ₹ 112.8 crores during the earlier year. Much of her recent earnings are from endorsements. 3. Priyanka Chopra Jonas Apart from figuring on the Forbes celebrity list, Priyanka Chopra Jonas has also been able to win a place on HopperHQ's Instagram Rich List. She was on hot talks in the media for charging ₹ 1.92 crores for a sponsored post on her Instagram profile. She won the National Film Award for Best Actress for the 2008 film Fashion. She made ₹ 23.4 crores in 2019. Her 2020 earnings are not yet declared. 4. Anushka Sharma Anushka Sharma rose to the peak of her popularity through the highly touted film PK. When her single movie Zero could not do well at the box office, her rank on the Forbes list also slipped by five places from the previous year. She made ₹ 45.83 crores in the previous year with her earnings estimated at ₹ 28.67 crores in 2019. 2020 earnings are not declared yet. 5. Katrina Kaiff Katrina Kaif’s movie Rajneeti was highly acclaimed by movie critics. The other popular films that accounted for her latest popularity and earnings were Bharat and Zero. In the latter movie, she appeared with Shah Rukh Khan. Her 2019 earnings that fetched her a place on the Forbes celebrity list was ₹ 23.63 crores and 2020 income is yet to be declared. 6. Shraddha Kapoor Shraddha Kapoor’s fame in the movie industry rose recently for her accomplishments in two blockbuster movies Saaho and Chhichhore. Her debut role of a college girl in Teen Patti in 2010 helped her gain a royal entry into the movie world. She made ₹ 8.3 crores in 2019 and the 2020 earnings are yet to be declared. 7. Jacqueline Fernandez Jacqueline Fernandez, the Sri Lankan actress is a glamorous actress who could also establish a niche for herself in comic roles in movies like Housefull 2 and Judwaa 2. Also, movies such as Race2 and Kick helped her boost up her earnings as well as social media popularity. Her 2019 earnings were ₹ 9.5 crores and 2020 income yet to be declared. 8. Kriti Sanon Kriti Sanon’s movies fetched her mixed reviews. She could produce some hits in the comedy genre like Housefull4 and Raabta. Her recent releases include Kalank, Luka Chuppi, Arjun Patiala and Housefull 4. Her 2019 earnings stood at ₹ 8.09 crores and 2020 income not yet declared. 9. Madhuri Dixit Nene Dixit came to be talked widely in the media following her performance in Dhaamal, the film that earned more than 200 crores across the world. Her popularity recently also gained immensely from the Marati movie 15 August released on Netflix. Recipient of six Filmfare awards and Padma Shri award in 2008, she made ₹ 10.83 crores in 2019 while 2020 earnings have not been declared yet. 10. Sonakshi Sinha Sonakshi Sinha’s blockbuster movie Mission Mangal could collect over ₹ 200 crores at the Box Office. Her other notable releases in this year are Kalank, Laal Kaptaan and Khandaani Shafakhana. Her 2019 earnings are ₹ 6.14 crores while 2020 earnings are to be declared yet. See Also - <a href="https://www.businessinsider.in/business/news/top-10-richest-people-in-the-world/articleshow/74415117.cms">Top 10 richest people in the world</a> <a href="https://www.businessinsider.in/meet-the-top-10-richest-actors-in-india/articleshow/69645149.cms">Top 10 richest actors in India </a><a href="https://www.businessinsider.in/entertainment/news/top-10-richest-singer-and-musician-in-india/slidelist/76510637.cms">Top 10 richest singer and Musician in India</a>

Top 10 richest actress in India

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul class="summary-list"><li>Indian record label T-Series dethroned Swedish gaming vlogger PewDiePie as the most subscribed YouTube channel in March, despite a sustained campaign by Felix Kjellberg's fans to keep him on top.</li><li>T-Series has cemented its lead and now has 108 million subscribers on YouTube. The channel posts high-production Indian music videos that are totally different to PewDiePie's self-referential and occasionally offensive humor. </li><li>Its growing popularity is largely thanks to India's love of homegrown music, and a large chunk of its 1.3 billion population gaining access to the internet for the first time via cheap Android smartphones and generous data plans.</li><li>T-Series president Neeraj Kalyan told Business Insider that YouTube is now the company's third-biggest revenue stream, and that the firm has struck licensing and partnership deals with TikTok, which has a huge Indian audience.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>Neeraj Kalyan says the first time he heard of PewDiePie was when his company won a music industry award in Singapore last August.His firm, a 36-year-old Indian record label called T-Series, was being fêted for passing the 50 million subscriber mark on its dedicated YouTube channel.The one channel ahead of T-Series? PewDiePie, who had 65 million subscribers. PewDiePie, real name Felix Kjellberg, is 28 years old and the highest paid star on YouTube.He has risen to fame by filming himself playing video games alongside humorous commentary, but that fame has been marred by controversy over the occasional tasteless prank and <a href="https://www.businessinsider.com/pewdiepie-anti-semitism-jokes-controversy-explained-2017-2?r=US&amp;IR=T">remarks referencing Nazis and anti-Semitism</a>.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>His name came up again a few months later in 2018 when Kalyan took a meeting in Stockholm, handing in his business card at the hotel."The lady at the Sheraton in Stockholm screamed, "You are from T-Series! You're beating PewDiePie! He's from Sweden!'" says Kalyan in an interview with Business Insider.Kalyan, the president of T-Series, is now pretty familiar with PewDiePie.Read more:&#xa0;<a href="https://www.businessinsider.com/profile-of-2-billion-checkoutcom-and-founder-guillaume-pousaz-2019-8?r=US&amp;IR=T">Here's how this college dropout spent 7 years building a profitable startup with no funding, then raised $230 million in his first round at a $2 billion valuation</a>His company <a href="https://www.businessinsider.com/pewdiepie-t-series-youtube-battle-100-million-subscribers-2019-5?r=US&amp;IR=T">would go on in March to dethrone PewDiePie as most popular YouTube channel</a>, despite a concerted campaign by Kjellberg's fans and fellow YouTubers to keep him at number one.Five months on, T-Series has cemented its lead, with 108 million subscribers at the time of writing. PewDiePie is still gaining subscribers too, just more slowly, and sits at 98 million.T-Series' victory was huge news in the annals of internet culture wars, but it also marked something much bigger: the world's biggest democracy coming online.<h2>T-Series is an Indian entertainment powerhouse, posting popular music videos to YouTube</h2>To the Western eye, T-Series' YouTube channel is completely different to the rest of the internet.Its page is populated with stylised, colourful, and seemingly cheesy music videos, designed to appeal to a mass audience. There is no reference to memes or any sort of internet culture.It completely avoids much of what makes a largely US-influenced internet tick, catering entirely to mainstream Indian interests. Some of the music videos tie into movies produced by T-Series, and cost up to $350,000 to make.This video ties into an upcoming T-Series movie, "Saaho." Aesthetically, it's James Bond meets Disney:It is this which baffled PewDiePie's fans, who revelled in his deeply self-referential, niche, and very internetty humour. His videos are so laced with cross-references that offensive jokes and languages are difficult to distinguish from obscure callbacks and references to memes.Take PewDiePie's "diss tracks" about T-Series, released in the heat of the battle for subscribers and intended to play up the competition. One lyric, from the track "Bitch Lasagna," reads: "Bobs or vegana, whichever will it be?".The line looks meaningless on its own, but is an apparent reference to Indian men misspelling "boobs" and "vagina" online, which originally went viral on Reddit.In typical PewDiePie fashion, the lyric treads the line between amusing insider reference and plain offensive.Kalyan says the two channels have totally different audiences."We were never in that race," he says. "But he's great. We wish him all the best - the kinds of things he does, we're not into that. It's a different audience altogether, there's no competition at all."Relations aren't quite so friendly under the surface.In April, T-Series won an injunction from the High Court in Delhi against PewDiePie to stop him uploading his diss tracks about T-Series to YouTube. T-Series claimed the videos, including "Bitch Lasagna" and a second video called "Congratulations," were "racist, inflammatory and hateful."The judge, Justice Jayanth Nath, agreed and ordered the removal of the videos, describing them as "abusive, vulgar and also racist in nature."<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Neither "Bitch Lasagna" nor "Congratulations" are viewable via YouTube India, according to tests run by Business Insider using a VPN. <a href="https://www.reddit.com/r/PewdiepieSubmissions/comments/bbyh1z/bitch_lasagna_and_congratulations_are_now/">Commenters on Reddit have said</a> that both videos have been unavailable since April,&#xa0; the date of the High Court order, and complained that T-Series couldn't take a joke.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>According to subsequent filings seen by Business Insider, the pair settled the matter in July 2019, although both videos remain unavailable inside India.The terms of the settlement have not been disclosed, and T-Series did not respond to a request for clarification. The settlement has not been previously reported.<h2>T-Series started out recording devotional music to cassette tapes</h2><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>T-Series was founded in the 1980s by Gulshan Kumar, the son of a fruit juice vendor. The firm originally sold cassettes featuring devotional music and eventually became a record label giant with more than 3,500 employees.According to a BBC profile, Kumar spotted an opportunity for selling religious music as ageing Hindu devotees couldn't read hymns and chants from books thanks to poor eyesight. He hired singers to record the chants, and then sold the tapes at a cheap price."The transition from cassette manufacturing to India''s largest music label and very successful studio, with global presence, has really not been a very easy task," says Kalyan of the firm's evolution. "It has been a long journey for us. And over the past 15 years, the content industry has seen a kind of tectonic shift primarily due to the advent in technology."Kumar was <a href="https://www.theguardian.com/world/2001/feb/11/filmnews.bollywood">assassinated in 1997 by a hit squad,</a> and his son Bhavesh took over the running of the business.Read more: <a href="https://www.businessinsider.com/tiktok-stars-magic-singh-pavan-henna-profile-2019-4?r=US&amp;IR=T">These new TikTok influencers have millions of fans and are hustling for a fraction of the price of YouTubers</a>Through the 2000s, T-Series wrestled with the same issues as other major record labels - namely piracy. It found one reliable source of money in licensing its songs for ringtones in 2004. "Indians loved any sort of spiritual tones or devotional tones," says Kalyan. "I've seen people who won't change their phone wallpaper because it's been lucky for them."Then came the firm's first encounter with YouTube - in Delhi's High Court."We were in litigation with YouTube, we had sued them for infringement of copyright," Kalyan says. "That was still at the time of cassettes. They claimed they were a neutral platform, so we went to court. We were the first company able to obtain an injunction from the [Indian] high court against YouTube."This was 2007, and YouTube faced multiple lawsuits from rights holders around the world who saw their original content, usually licensed at lucrative rates, ripped and uploaded for free to the video site.After years of litigation, T-Series' parent firm saw "good sense" and <a href="https://www.medianama.com/2011/02/223-youtube-music-label-t-series-reach-out-of-court-settlement/">came to a licensing agreement</a> with YouTube in late 2010. Prior to the suit, the firm had no presence on YouTube.The pair agreed to a three-year revenue-share deal, splitting the money that came in through the ads on T-Series' videos. Google paid an advance upfront, which it planned to make back through its share of the revenue."The most interesting part was we recouped that advance in just 9 months," Kalyan says. "That was the kind of growth we experienced. It became a cash cow."<h2>T-Series has benefited from a huge chunk of India coming online in the last three years</h2>The turning point for T-Series and the wider smartphone industry was 2016, when a new Indian telecoms brand called Jio launched. Owned by a major incumbent, Reliance, Jio offered cheap data and smartphones that brought some of India's 1.3 billion-strong population online for the first time.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>"99% of India's [mobile] population has Android smartphones," says Neil Shah, an analyst at Counterpoint Research. "So YouTube is a default app. Most users have warmed up to YouTube to consume content - not just video, but music. So they're going to YouTube rather than Spotify."According to <a href="https://imrbint.com/images/common/ICUBE%E2%84%A2_2019_Highlights.pdf">Kantar statistics from December 2018</a>, half a billion people in India are now online, driven primarily by rural growth. That is still less than half the country's total population.Kalyan notes the impact. "In 2016, there was mobile internet available in tier one or tier two cities, but now it's in tier three to tier five cities and villages, which had never experienced internet," he says. "So now the consumer is excited, and he's experimenting with everything, and it's resulted in an increase in consumption."Here's how T-Series has steadily grown its subscribers after 2016, per data supplied to Business Insider by Tubular Labs:<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Most Western YouTubers <a href="https://www.businessinsider.com/the-worlds-biggest-youtube-stars-are-seeing-a-massive-slowdown-2017-12?r=US&amp;IR=T">are struggling to maintain growth</a>, by contrast.Now YouTube is T-Series' third-biggest revenue stream, after licenses to video platforms and TV channels. The music label makes money solely through ads, though Kalyan won't disclose how much.The label has seven people who look after its various YouTube channels - 28 in total, covering different regional languages and interests - and another two or three who post the videos to Facebook, Twitter, and Instagram.<h2>The future is TikTok and original content</h2>After the success of YouTube and the explosion of mobile in India, T-Series is exploring other emerging platforms, Kalyan says.&#xa0;The company has forged deals with short-form viral video app TikTok, licensing its music for people to use in videos. India is one of TikTok's biggest markets, with <a href="https://tech.economictimes.indiatimes.com/news/internet/tiktok-wants-more-diverse-creators-on-path-to-monetisation/69715867">a reported 120 million monthly active users</a> in the country. Kalyan says T-Series proactively works with TikTok influencers to help its songs go viral on the platform."We work with their teams, advise them on what's new, and what content we have," he says. "Our artists who are very established work with unknown influencers but have some following, they make a clip of 20 seconds integrating our music into whatever they're doing. Be it action, some dance. After that, it goes viral. And along with that virality, our music which has been synced with that clip also goes viral."T-Series has also <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/tiktok-owner-to-start-music-service-secures-rights-from-t-series-times-music/articleshow/69421732.cms">reportedly signed on for TikTok's rumoured streaming service</a>. But Kalyan ruled out T-Series launching its own dedicated content streaming service, such as Disney+."We would like to remain focused only on the content," he says. "That is our strength. The next step for us is films, which we've been able to master over the last three years. Before we used to moonlight with one or two films, but now we have 20 big-scale Bollywood films every year. We don't want to be in the space of launching our own platform, we don't want to compete with our own licenses."It's likely that the T-Series vs. PewDiePie battle is simply the first of many consequences of a 1.3 billion population coming online. A look at the top YouTube channels by subscribers shows at least seven Indian channels in the top 100, including SET India and Zee Music. That might mean further culture clashes as a hugely diverse base of Indian users begin using US platforms more frequently.It's perhaps the first time a new online population threatens the Americanized focus of the internet. The only other internet population big enough to potentially shape global internet culture in this way is China, but that's been walled off in its own online ecosystem for years. PewDiePie and his memes may have only a limited time in the spotlight.<div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/after-bumped-off-flight-heres-what-need-know-legally-department-transportation-fly-airplane-airline-2017-4">Here's what airlines legally owe you if you're bumped off a flight</a></h3> <div> </div> </div>

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