New Delhi, Oct. 11 -- As Sidharth Malhotra's fantasy thriller The Vvaan nears the Rs.60 crore mark, drawing on folklore surrounding the Van Devi temple in Bihar, entertainment industry experts say regional pride has considerable potential to unlock box-office growth.

Ajay Devgn's Tanhaji: The Unsung Warrior ( Rs.279.55 crore) and Vicky Kaushal's Chhaava ( Rs.600.10 crore) turned Maratha history into a source of collective pride. Kantara tapped into Tulu Nadu's Bhoota Kola tradition, while Mani Ratnam's Ponniyin Selvan brought the Chola legacy to the screen.

The immediate benefit is that audiences in the state associated with a story may turn up in large numbers. But the opportunity extends beyond home markets because audiences do not st...