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5 hits in months & still counting
The Telugu film industry, which had reeled under huge losses in 2011, seems to be back on the road to recovery
Karthik Pasupulate
It all started with the Mahesh Babu-starrer "Businessman", which turned out to be the biggest blockbuster in Tollywood so far. Since then, the cash registers have been ringing, thanks to a slew of flicks that have hit bull's eye this year. The likes of "Ee Rojullo", "Love Failure", "Ishq", "Racha" and "Dammu" have all turned out to be crowd pleasers. With Pawan Kalyan's latest release also being declared a blockbuster, looks like things are looking much better in TTown.
"The going has been good this year and the industry is doing much better when compared to the last few years," confirms ace producer Shyam Prasad Reddy. He attributes the success to the filmmakers looking to maximize returns in the first week itself by going in for massive releases.
BIGGER THE BETTER
"Most films are making about 80 percent of the total revenues in the first week itself, thanks to the massive releases. By the end of the first week, online piracy kicks in and so the producers are going in for aggressive pre-release promotion campaigns and trying to exploit the release to the maximum. With the films of big stars doing extremely well, it has brought in more audiences to the theaters," he says.
One major move that has made a significant difference to T-Town's fortunes is the decision taken by big stars like Mahesh Babu, Ram Charan, Pawan Kalyan and NTR to do at least three films each year to meet the demands of their fan base. "They should have done it long ago. We are in the business of making movies and the more the better. Why walk when you can run? Directors and actors have become more focused and it augurs well for the industry" explains Shyam Prasad Reddy.
SMALL IS BEAUTIFUL TOO
While the big stars have struck gold at the BO, the small budget flicks are also making their presence felt. Films like "Ee Rojullo" and "Love Failure", made on shoestring budgets, went on to do great business.
Debutant director Maruthi, who has begun working on his next flick, "Bus Stop", says, "The success of "Ee Rojullo" has shown that you need to have good content for a movie to do well. The film succeeded because we kept the costs to a minimum, using the latest digital technology and the movie reflected the anxieties faced by today's youth. I think, more and more producers are now willing to take a bet on young filmmakers with contemporary ideas."
MORE IN THE PIPELINE
With a slew of big ticket summer flicks in the pipeline, looks like things could get even better. There is director Rajamouli's special effects bonanza "Eega" which is one of the most eagerly awaited movies ever. Nagarjuna's "Damarukam" is also slated for release in July. Then there are pot-boilers like Ravi Teja's "Daruvu", Prabhas's "Rebel", Ram-Tamannaah starrer "Endukante Premanta", Lakshmi Manchu's "Vuu Kodathara Vuliki Padathara" and Goutham Menon's "Yeto Velli Poyindhi Manasu" that are all slated to release in the next couple of months. So this year could well turn out to be a blockbuster for Tollywood.
THE HIT LIST
Blockbusters
Businessman Ee Rojullo Gabbar Singh
Money spinners
Love Failure Ishq Racha
Mahesh Babu in 'Businessman'
Siddharth and Amala Paul in 'Love Failure'
Srinivas and Reshma in 'Ee Rojullo'
