Telugu film industry goes into a huddle to tide over crisis

Blockbusters such as ‘Pushpa -The Rise’ and ‘RRR’ are few and far between. Dwindling theatrical revenues has forced the Telugu film fraternity to rethink its business models. Here’s a closer look 

On Friday (August 5), when Telugu films Bimbisara and Sita Ramam opened to a warm response at the box office, it brought cheers to the Telugu film fraternity. The films marked happy tidings after two months of film after film turning out to be damp squibs.

The two hits came barely days after the Active Telugu Film Producers Guild (ATFPG) announced that film units have voluntarily decided to pause film shootings and hold discussions to address issues ailing the industry.

“With the changing revenue situation and increasing costs post-pandemic, it has become important for producers to discuss all the issues we are facing as a community of filmmakers,” read the statement from the ATFPG. The Telugu Film Chamber of Commerce, which functions as the parent body for the industry, gave its nod to pause pausing film shootings.

Since August 1, the ATFPG has been meeting producers, directors, cine workers’ unions, distributors and exhibitors to address concerns. Producer-distributor Dil Raju stated that four committees have been formed to look into issues concerning theatrical and OTT releases, VPF (Visual Print Fee) for theatrical screenings, wages and other issues with film federation units, minimising production wastage and streamlining working conditions. “The meetings with the different committees will not prolong for weeks. We intend to find workable solutions soon and resume film shootings,” he said.

“We are in a situation where we need to do some homework to take the industry forward after the pandemic,” Dil Raju stated at a media gathering on the sidelines of the success celebrations of Bimbisara. He asserted that the film is an example of how a producer, actor and director can work towards managing costs and ensuring that the film turns out to be a profitable venture. 

In its first weekend, Bimbisara reportedly collected over $350K in the US and opened to packed halls in Telangana and Andhra Pradesh. The makers stated that the film entered the profit zone from the fourth day of release. The film’s lead actor Nandamuri Kalyan Ram added, “The uncertainties during the pandemic made us nervous about making a large-scale film. The success has proved that if a film offers interesting content, people will support it.”

Meanwhile, Sita Ramam reportedly garnered over $600K in the US markets in the opening weekend and was off to a good start in Telangana and Andhra Pradesh as well.