At an award ceremony, Dinesh Vijan revealed an ambitious long-term plan centred on expanding its horror-comedy universe. He announced that the studio will roll out seven new horror-comedy films over the next five years, reinforcing its commitment to building scalable, franchise-led IP.
Speaking at an event, Vijan explained that audience-friendly universes grow best when they’re not overextended. “The sweet spot is three to four films over a few years,” he said, emphasising that Maddock is focused on nurturing franchises that endure, rather than reacting to short-lived industry patterns.
Despite several big-ticket films underperforming recently, Maddock’s culturally rooted stories – ranging from comedies to folklore-inspired fantasies, have continued to resonate with viewers. Vijan credited this stability to choosing “bold, distinctive narratives” and tapping into India’s cultural depth instead of relying on formulaic storytelling.
He noted that the real competition for cinema today is not other studios, but the smartphone, which has shifted consumer attention to bite-sized video content. This shift has pushed Maddock towards a platform-neutral approach, where IPs can transition seamlessly across theatrical releases, OTT platforms, and mobile formats.
Calling AI a major disruptor, Vijan predicted that rapid advancements – especially in photoreal imagery and cost-efficient VFX, will transform filmmaking economics within the next 18 to 24 months. While these innovations promise higher production quality and broader reach, they also mean that “every storyteller will be able to create,” escalating the battle for viewer attention.
Among Maddock’s key upcoming releases is Ikkis, a war drama directed by Sriram Raghavan and inspired by the life of Second Lieutenant Arun Khetarpal, the youngest recipient of the Param Vir Chakra. The film features Agastya Nanda in the lead role, with Dharmendra playing a significant character. Vijan called Ikkis one of Maddock’s most emotionally impactful projects, reflecting the studio’s intent to balance commercial franchises with high-calibre, prestige cinema.
