Maddock announces 7 more horror-comedies to become part of MHCU
What's the story
Dinesh Vijan, the producer behind Maddock Films, has announced a major expansion of his horror-comedy universe. At an awards ceremony recently, he revealed plans to release seven new horror-comedy movies over the next five years. In the last few years, the studio has been known for its blockbusters like Stree, Bhediya, Munjya, and Thamma.
Franchise strategy
Vijan emphasized careful pacing for audience-friendly universes
Vijan emphasized that audience-friendly universes thrive when developed at a careful, deliberate pace. He said, "The sweet spot is three to four films over a few years," adding that Maddock is focused on nurturing enduring franchises rather than chasing fleeting industry trends. Despite the recent underperformance of some big-ticket films, Maddock's culturally rooted stories have consistently resonated with audiences.
Storytelling approach
Maddock Films's success attributed to bold narratives and cultural depth
Vijan credited Maddock's success to its choice of "bold, distinctive narratives" and drawing on India's cultural depth instead of relying on formulaic storytelling. He also noted that cinema's greatest competition today isn't other studios, but smartphones, which have shifted audiences toward short-form video content. In response, Maddock has embraced a platform-neutral strategy, enabling its IPs to move effortlessly between theatrical releases, OTT platforms, and mobile formats.
Technological impact
Vijan predicts AI will disrupt filmmaking in next 18-24 months
Vijan also highlighted artificial intelligence (AI) as a major disruptor in filmmaking. He predicted that rapid advancements, especially in photorealistic imagery and cost-effective visual effects (VFX), will change production economics within the next 18 to 24 months. While these innovations promise higher-quality movies and wider reach, they also mean that "every storyteller will be able to create," increasing competition for audience attention.
Future releases
Maddock Films's upcoming projects include 'Ikkis' and more
Among Maddock's upcoming films is Ikkis, a war drama directed by Sriram Raghavan. The film, based on the life of Second Lieutenant Arun Khetarpal, the youngest recipient of the Param Vir Chakra, features Agastya Nanda in the lead role, with Dharmendra in a key supporting role. Vijan described Ikkis as one of Maddock's most emotionally resonant projects, highlighting the studio's aim to balance commercial franchises with quality cinema.