New Delhi, March 14 -- For years, South Indian cinema has thrived on a theatrical-first model, with a fiercely loyal audience that made the big screen the ultimate platform for stardom. Unlike Bollywood, where actors transitioned seamlessly between films and over-the-top (OTT), the South Indian star system remained firmly anchored in the theatrical experience.

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But that's changing fast. South Indian stars who have long been used to the strong theatre-going culture of the region are taking their first few steps towards streaming content. With mainstream names like Trisha, Keerthy Suresh, Vijay Sethupathi and Dulquer Salman featuring in OTT originals and those like Nayanthara als...