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Maddock Films Didn't Just Follow Trends In 2024 — They Set Them

The studio's success lies in its understanding of the cultural, emotional, and intellectual shifts occurring within society and weaving these elements into compelling scripts.

Swetha+Ramakrishnan

Dec 18, 2024

Maddock's 2024 lineup included a small hit, a medium-sized hit and a blockbuster.

BEFORE Pushpa 2 arrived on screens and dominated the average Indian cinegoer’s attention, the biggest hit of the year was Stree 2 with Rs 586 crore at the domestic box office, beating giants like Jawan. Nobody was surprised at the film's massive success, but a finger-pointing exercise did follow it. Who was responsible for these massive numbers? Was it the Stree IP that germinated genuine interest in audiences who loved the first part? Was it Rajkummar Rao and his growing popularity as the Actor-Next-Door? Was it Shraddha Kapoor’s heartland popularity finally catching up? Was it the virality of the blockbuster song, 'Aaj Ki Raat'?

The diplomatic answer you may hear in interviews is that there’s no one-size-fits-all formula to success, and that audiences are unpredictable with what they like. The real answer, though, is: Maddock Films.

Maddock’s winning “formula”

They seem to have a pulse on the Indian audiences even more so than some legacy film studios have, and the films that were released in 2024 under their banner are proof of this. Further, they’ve made smart financial choices in terms of film budgets and how much to spend on talent versus marketing of a film (Munjya). They’ve put their bets on seemingly “unconventional” content, whether that is in mainstreaming the “horror” genre (Stree 2) or having your female lead play a robot (Teri Baaton Mein Aisa Uljha Jiya).

In a year when Bollywood saw “blockbusters” like Singham 2 and Bhool Bhulaiya 3 be the choice for the big-ticket Diwali release, Maddock presented audiences with a small hit, a medium-sized hit and a blockbuster. This is no mean feat (ask Dharma Productions).

By embracing new narratives, championing creative risks, and tapping into the ever-changing zeitgeist of Hindi entertainment, Maddock Films managed to captivate audiences across demographics. There’s a little something for everyone in a Maddock production. Their success hasn’t just been commercial but also critical, with films and series that ignited conversations. At the core of Maddock Films' achievements lies its vision—a commitment to stories that blend the unique quirks of Indian culture with universal themes that fit into the mould of its genre archetypes. This vision is deeply rooted in their ability to remain audience-focused. The studio's success lies in its understanding of the cultural, emotional, and intellectual shifts occurring within society and weaving these elements into compelling scripts.

The 2024 line-up

Maddock’s penchant for romance saw a refreshing take in one of their standout releases of 2024, Teri Baaton Mein Aisa Uljha Jiya. Breaking away from conventional Bollywood love stories, but also giving us a few mainstream breadcrumbs (cough* Akhiyan Gulab cough) the film presented flawed yet relatable characters navigating modern-day relationships. Shahid played the “soft boi” quite aptly, falling for a robot in Kriti Sanon, and full marks must be given to the novel casting. The film’s humour, the music and its thought-provoking premise catapulted the film into a legitimate success, with a Rs 86 crore box-office collection.

Watch Teri Baaton Mein Aisa Uljha Jiya here.

In a year when Stree 2 was such a massive theatrical success, Maddock managed to find a relatively tinier success in Munjya a unique and technically sound horror film with some deeply local conflict themes that pulled audiences of different demographics to the cinemas. It’s not their first film to blend horror and comedy elements, but through their word-of-mouth publicity and understated casting (with Sharvari and Abay Verma), Munjya was what is commonly referred to as a “sleeper hit.”

One of the biggest reasons Stree 2 was such a huge phenomenon was that it masterfully blended escapist elements with commercial cliches. Maddock dared to think outside the box in 2018 with Stree and took it a step further with its sequel (with or without Raj and DK) offering audiences an imaginative world while grounding the story in relatable emotions. The gamble paid off, and how.

Right vs More Right

Apart from its theatrical releases, Maddock also released Sector 36 and Murder Mubarak on Netflix India, but their more note-worthy successes have been their theatrical films. Naysayers may call this spate of successes “lucky” but it takes gumption to stand out while taking risks. Maddock’s mantra this year has been: the bigger the risk, the bigger the reward. And if there was ever a year to try this out, it is 2024. The Hindi film industry seems to be undergoing an identity shift. The tides are changing, and Maddock seems to have gotten the memo before anyone else.

The studio has been at the cusp of redefining Hindi entertainment for years now, and 2024 was the final nail in the coffin. Their success this year went beyond box-office numbers or streaming metrics—it represented a shift in how stories are told and consumed. The winning combination of masala stories, rooted in desi flavours, but with thought-provoking writing. Before readers announce this as a puff piece, this writer wants to remind everyone that it doesn’t take a bribe to call a spade a spade. 2024 has been Maddock’s year, there’s no debate.

But their remarkable year was no accident. It was the result of a clear vision and bold creative choices — whether in casting choices or quality storytelling. From being known as the “production house that made Stree” they are now known for their sharp eye for detail, cultural resonance, and knack for merging realism with cinematic grandeur. 2024 solidified their reputation as one of India’s most innovative production houses. It’s no wonder that top actors are lining up to work with them. With Chhava and Skyforce coming up in early 2025, the stage is set, the lights are bright and the odds are ever in their favour.