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has surged as audiences in North India increasingly seek high-energy "masala" content that often differs from contemporary Bollywood offerings. This interest is driven by a mix of cultural relatability, over-the-top action, and the widespread availability of these films via digital platforms and television. 1. Market Growth and Popularity The rise of "Pan-India" cinema, led by blockbusters like KGF: Chapter 2 Pushpa: The Rise , has shifted the national box office balance. Box Office Shift