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Emraan Hashmi's debut production rolls in Lucknow

Emraan Hashmi is set to begin a new journey in his professional life. The actor, who was last seen in Milan Luthria’s Baadshaho (2017), is turning producer with the forthcoming movie, Cheat India. The first schedule of the movie is set to commence on Wednesday in Lucknow, Uttar Pradesh.

Cheat India deals with malpractices in the Indian education system. A major portion of the movie will be shot in Lucknow. Over 70 local actors have been hired for the first schedule of the film.

“The team is in the city for a 35-day schedule. We will be shooting all over the city, covering colleges, restaurants, university campuses and houses that have been booked for the shoot. We arrived on location over the weekend to start prep ahead of the shoot,” a source from the production team reveals to an Indian tabloid.


Apart from producing the movie, Emraan Hashmi headlines it too. The actor is happy that his first production venture is being shot in Lucknow.

“I’m glad that my first home production is about a subject that is topical, relevant and volatile. Every Indian student and parent will relate to it. This is the first time I’m shooting in Uttar Pradesh so it’s a different milieu for me. I’ve been reading extensively with the team members, most of whom hail from the region. Even the look-referencing is being done meticulously. I have great production partners, so I am feeling like a stress-free actor and producer,” said the actor.

Cheat India is being helmed by Soumik Sen.

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How Southeast Asian storytelling became one of Netflix’s fastest-growing global pillars

Highlights:

  • Netflix says global viewing of Southeast Asian titles rose almost 50% between 2023 and 2024.
  • Premium VOD revenue in the region reached £1.44 billion (₹15,300 crore) last year, with 53.6 million subscriptions.
  • Netflix holds more than half of the region’s total viewing and remains its biggest investor in originals.
  • New rivals, including Max, Viu and Vidio, are forcing sharper competition.
  • Local jobs, training and tourism are increasing as productions expand across the region.

Last year, something shifted in what the world watched. Global viewership of Southeast Asian content on Netflix grew by nearly 50%, and this isn't just a corporate milestone; it’s a signal. Stories from Jakarta, Bangkok, and Manila are no longer regional curiosities. They are now part of the global mainstream.

The numbers tell a clear story. Over 100 Southeast Asian titles have now entered Netflix’s Global Top 10 lists. More than 40 of those broke through in 2024 alone. This surge is part of a bigger boom in the region’s own backyard. The total premium video-on-demand market in Southeast Asia saw viewership hit 440 billion minutes in 2024, with revenues up 14% to £1.44 billion (₹15,300 crore). Netflix commands over half of that viewership and 42% of the revenue. They have a clear lead, but the entire market is rising.

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