Tollywood taking solace in Illusionary Hits
Tollywood churns out the highest number of films everyyear across the country. However, the hits are far and inbetween.
Now, many are of the opinion that Tollywood makers are taking solace in illusionary hits. A source shared "A film is successful only when it earns profits for everyone involved — producers, distributors and exhibitors. Weekend collections, trending hashtags and star-studded celebrations may generate buzz, but they do not determine a film’s commercial fate."
The source continued "Gross collections often paint a misleading picture. Of every ticket sold, only around 40 to 50 per cent eventually returns to stakeholders as theatrical share, with the rest going to exhibitors and taxes. That is why a modestly budgeted film can become a blockbuster despite earning less overall — like Samantha’s Maa Inti Bangaram — while a Rs 300-crore spectacle like Peddi can end up as a commercial failure if it fails to recover its costs."
The source added "The “weekend illusion” is largely a result of today’s release strategy. Big films open simultaneously on thousands of screens, with fans ensuring packed theatres during the first three days. Success meets held on Day Two or Day Three further reinforce the perception that the film is a winner, encouraging casual moviegoers to join the bandwagon. By Monday, however, the fan rush begins to taper off. If word of mouth is poor, collections can plunge by 60 to 70 per cent almost overnight, exposing the gap between opening-weekend hype and sustained box-office performance."
Producer-director Rajiv Rai says "“I went to watch what was being hailed as the biggest blockbuster ever during its third week at a multiplex. There were barely a dozen people in the auditorium. I asked my friend where all the crowds had gone. The days of silver jubilees and golden jubilees are over. When my father, Gulshan Rai, produced Johnny Mera Naam and Deewaar, you couldn’t get tickets even in the 25th week. Today, tickets are available even on opening day for biggest starrers.”
An analyst says "Among recent Telugu films that genuinely delivered profits are Pushpa 2: The Rule, Kalki 2898 AD, HanuMan, Tillu Square, Sankranthiki Vasthunam and Maa Inti Bangaram. While the big-budget spectacles dominated worldwide collections, films like HanuMan and Tillu Square stood out for generating exceptional returns on relatively modest investments."
He continued "The lesson is simple. Opening-weekend collections may grab headlines and fuel social media celebrations, but they are only the beginning of a film’s journey. In the end, a film isn’t a hit because it trends for three days. It is a hit only when the numbers add up long after the celebrations are over."
---- Pramod Nandivada
