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Perspectives on content, audiences, and the business of Indian cinema — from the SDI desk.

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Box office, content, campaigns, markets — original analysis from the SDI team.

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Campaign Analysis
Why Hindi Films Are Launching Songs Before Trailers - And Why It Often Doesn't Work
A noticeable campaign shift has taken hold in Hindi cinema. Songs are now the first major promotional asset. But does borrowing from the South actually work in the Hindi market?
Apr 23, 2026 Read →
Campaign Analysis