Hindi
Singham Returns…Half a Singham!
MUMBAI: Sequels are usually a means of using the brand equity of the title of a successful film. Singham Returns is one more such example. Ajay Devgn is still a cop who can fell half a dozen goons with one blow. Well, he has to, since the goons come in droves of fifty or more. But while that remains the same, the rest has changed because most Hindi filmmakers take the audience for granted while making a sequel.
Devgn, a defiant and honest cop, who has been transferred to Mumbai from his Goa post in Singham (while in reality, such cops are transferred out of Mumbai!). Since he is Singham, he remains constant, while all including the villains as well as his wife to be too (!) have changed. Actually, the film has no space for a female lead but that would be a great risk according to Indian films’ unwritten regulations.
Devgn is in comfortable company. His school teacher, Anupam Kher, leads a ruling political party, albeit in keeping with the recent trend of a coalition with another party. Kher’s party has Mahesh Manjrekar as the CM while his coalition partner is Zakir Hussain, whose strings are pulled by a swami, Aloke Gupte. Being Guru Kher’s disciple, Manjrekar and Devgn are both on the right side of the law while Hussain, under the auspice of the swami, is corruption personified and, obviously, possesses a criminal mind-set. It is a formula that has been working for decades; a swami and a seedy politician have always made a great combination for villainy.
As things go, Devgn has the backing of all concerned: his school senior, the CM Manjrekar; their common school guru Kher; the police commissioner, Sharat Saxena; as well as the all of 40,000 odd cops of Mumbai!
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Everybody knows that the villains are Gupte and Hussain but the law needs proof. That is what the whole film is about. 142 minutes of finding proof against two not-so-sinister or convincing villains, Hussain and Gupte. So, finally, the film amounts to one-upmanship between the villains and Devgn. It goes on and on as the judiciary needs proof and police being what it is supposed to be, can’t protect its only witness. The villains win all the way until, finally, the law keepers become outlaws to liquidate the villains. They march in their sponsored banians to the villains den in just about the most clap trap scene in the film.
The problem with Singham Returns is that it is an oft repeated story about a swami and a corrupt politician pitted against an honest establishment represented by a cop. What is more, it is poorly scripted. The film starts with the super cop, Devgn and a youth brigade riding fast bikes. That is rather tame. The script is so predictable, it could be any honest cop vs corrupt politician. Rohit Shetty’s direction without his blowing up cars does not amount to much really. The film has four music directors and eight lyricists on it credits but no song worth a mention! Dialogue is okay at times. While the film needs some more trimming, the positive factor is its photography, especially aerial shots of Mumbai.
As for performances, nobody really needs to act in this film. Devgn with his puffed up cheeks does what he does on regular basis: throw punches. Kareena Kapoor has no role really and just pouts her way through. Kher is his usual self. While Gupte overacts as the swami, Hussain is the only one who is convincing. Dayanand Shetty, the Daya of the TV serial CID does what he does in the serial; act as a mighty cop and breaks down doors; he is effective. Rest in the cast are incidental.
On the whole, Singham Returns is a high priced routine film with only salvation being its four day weekend starting with the Independence Day holiday on Friday and ending with the Janmashtami holiday on Monday. Much appreciated earlier version, Singham, had barely managed to make it to 100 crore mark. While this film needs to do twice as much, it will fall much short of that mark.
Hindi
GUEST COLUMN: Why film libraries & IPs are the new engines of growth
Unlocking value through catalogue strength and IP synergy
MUMBAI:In a media landscape defined by fragmentation, platform proliferation, and ever-evolving audience behavior, the economics of filmmaking are undergoing a fundamental shift. No longer confined to box office performance, a film’s true value is now measured across an extended lifecycle that spans digital platforms, syndication networks, and global markets. As content consumption becomes increasingly non-linear and algorithm-driven, film libraries and intellectual properties (IPs) are emerging as strategic assets, capable of delivering sustained, long-term returns. For Mohan Gopinath, head – bollywood business at Shemaroo Entertainment Ltd., this transformation signals a decisive move from hit-driven models to portfolio-led value creation. In this piece, Gopinath explores how legacy content, when intelligently repurposed and distributed, can unlock recurring revenue streams, why the interplay between catalogue and original IP is critical, and how media companies can build resilient, future-ready entertainment businesses.
For all these years, we thought that a film is successful if it performs well in theatres. There are opening weekend numbers, box office milestones, and distribution footprints that gave a good picture of how the movie has done commercially and also tell us about its cultural impact. However, there are multiple platforms today, always-on content ecosystem, which has caused a shift. Today, the theatrical performance is not the culmination of a film’s journey but merely the beginning of a much longer and more dynamic lifecycle.
Film libraries today are emerging as high-value, constantly evolving assets that deliver sustained returns well beyond initial release cycles. This becomes a point of great advantage for legacy content owners with diverse catalogues, to shape long-term business outcomes.
According to FICCI-EY, the media and entertainment industry of India achieved a valuation of Rs 2.78 trillion in 2025 which is expected to reach Rs 3.3 trillion by 2028 through a compound annual growth rate of approximately 7 per cent and digital media will bring in more than Rs 1 trillion to become the biggest sector which generates about 36 per cent of overall market revenues.
This shift is the expansion of distribution endpoints. We know how satellite television was once the primary secondary window but today, it coexists with YouTube, OTT platforms, Connected TV, and FAST channels. Each of these platforms caters to distinct audience demographics and consumption behaviors, helping content owners to obtain more value from the same asset across multiple formats.
For instance, films that had great reruns, now find continuous engagement across digital platforms. On YouTube, classic Hindi cinema continues to attract significant viewership, reaching audiences across generations and geographies with remarkable consistency. At Shemaroo Entertainment, this is reflected in our film library shaped over decades as part of a long association with Indian entertainment. From classics such as Amar Akbar Anthony to much-loved entertainers like Jab We Met, Welcome, Dhamaal, Phir Hera Pheri, Dhol, Golmaal, and Bhagam Bhag, many of these titles continue finding new audiences while retaining their place in popular memory. Their enduring appeal reflects how culturally resonant stories can continue creating value over time. Similarly, FAST channels have created curated, always-on environments where catalogue content can continue to thrive through star-led and genre-based programming.
This multi-platform approach has very well transformed films into long-tail IP assets which are capable of generating recurring revenue across advertising, subscription, and syndication models.
The evolution of audience behavior is equally important. Nowadays, it’s more important to find what’s more relative than what’s recent as viewers are more influenced by mood, memories, and algorithmic suggestions than by release schedules. Even if a movie was released decades ago, it can trend alongside a newly released movie, if surfaced in the right context. Thoughtful packaging, whether through festival-based playlists, actor-driven collections, or genre clusters, allows catalogue content to remain dynamic and continuously discoverable. Shemaroo Entertainment has built extensive film libraries over decades and its focus has mostly been on recontextualizing content for the consumption of newer environments. This process doesn’t just include digitization and restoration, but also re-packaging of films as per platforms.
Syndication itself has evolved into a key growth driver. In perspective, when looking at the domestic market, curated content packages continue to find strong demand across broadcast and digital platforms. Meanwhile, in the international market, especially in markets like Middle East, North America and Southeast Asia, the appetite for Indian content is opening up new monetization avenues. Here, the ability to package and position catalogue content effectively becomes as important as the content itself.
Importantly, the need to re-package catalogue content does not diminish the role of new content. In fact, originals and fresh IP are essential to sustaining the long-term value of a film library because they act as discovery engines that bring audiences into the ecosystem, while catalogue content drives depth, retention, and repeat engagement.
This interplay between the “new” and the “known” is what defines a robust content strategy today. While new films generate spikes in consumption, catalogue titles offer familiarity and comfort. These are factors that are increasingly valuable in an era of content abundance and decision fatigue. This is also shaping our strategy, drawing value from both a deep catalogue assets and a growing focus on original IPs to strengthen long-term audience engagement and build more predictable revenue streams.
There is growing recognition that long-term value in entertainment will be shaped not only by how intelligently existing content continues to live, travel and find relevance, but also by how consistently new stories are created to renew that ecosystem. In that sense, film libraries and original IP are not parallel bets, but reinforcing engines of growth. For media companies, the opportunity lies in making these two forces work together, because that is increasingly where more resilient and predictable businesses are being shaped.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
