While Bollywood films were shrinking their theatrical windows to 4 weeks due to OTT deals, Devika Entertainment insisted on 8-to-10-week runs. They partnered with PVR, INOX, and Cinepolis to ensure that their "South Big" releases had the same screen count as a Salman Khan or Akshay Kumar film.
: It is typically less crowded than high-end mall multiplexes, offering a more relaxed (if slightly dated) viewing experience. Verdict
It is impossible to discuss this topic without addressing Bollywood’s recent box office failures. From 2022 to 2025, Bollywood saw a 40% decline in footfalls for mid-budget films. Movies starring massive Hindi stars were bombing, while dubbed versions of South Big Devika Entertainment films were selling out.