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Then came the (circa 2011–2017). Films like Traffic (2011)—a thriller with no hero, only ordinary people stuck in traffic—changed the rules. Suddenly, the running time dropped to 2 hours. The punchlines were replaced by awkward silences. The villains had PhDs and childhood trauma.

, analyzing how the industry portrays marriage, family, and female friendships. Modern Box Office & Success

Fast forward to the 2010s, and a "New Wave" took over. Moving away from the "superstar" culture, young filmmakers started making hyper-realistic films often referred to as Prakruthi (Natural) movies.