Tollywood Producers smitten by Kollywood Stars. With the success of thalapathy Vijay-starrer Dil Raju's 'Varisu' and Dhanush-starrer Sithara Enteratainments Sir Movies, leading Telugu producers are strategically moving to Chennai to bag huge projects with Tamil superstars. The trend is growing with producers like DVV Danayya, People Media Factory and RK Media in talks with acclaimed Tamil actors. In a recent development, DVV Danaiah is in talks with Tamil superstar Vijay for a high-budget entertainer, which is expected to be one of the costliest projects in the South film industry.
Acknowledging the entrepreneurial spirit and risk-taking prowess of Telugu producers, industry insider Lagadapatri Sridhar describes their foray into Kollywood as pragmatic and rational. Sridhar emphasizes that dwindling profits from movies featuring Telugu stars are prompting these producers to explore new opportunities. Their expertise in crafting commercial potboilers positions them well in the competitive Tamil cinema landscape.
People Media Factory is presently working on a comedic venture titled 'Vadakkupatti Ramasamy' with Tamil actor Santhanam, aiming to expand their brand equity. Sridhar contends that producing films in different languages enhances a producer's brand value and exposes them to diverse filmmaking perspectives. He also notes that Telugu producers are capitalizing on the changing tastes of Tamil film viewers.
Sridhar asserts that Tamil stars are drawn to Telugu producers due to a shortage of major producers in Kollywood. The financial strength of Telugu producers allows them to fund films with budgets ranging from Rs 200 to 250 crores effortlessly. Furthermore, there is currently a dearth of top-tier producers in Kollywood, and Telugu producers possess the capability to create pan-Indian films and effectively promote them in Bollywood. This strategic vision and expertise make them attractive collaborators for Tamil stars.
Reflecting on his own experience, Sridhar mentions the challenges faced when he produced 'Style' with Raghava Lawrence and released it in Kollywood as "Lakshiyam" in 2006. However, he notes the significant shift in dynamics with the emergence of directors like Rajamouli, who have brought Telugu cinema into the limelight. Sridhar urges Kollywood and Tamil media to be more receptive to Telugu movies, citing the inclusive nature of Telugu media in covering Tamil film collections.
In conclusion, Sridhar expresses hope that Kollywood and Tamil media will open up further to Telugu films, recognizing the global impact and success achieved by the Telugu film industry.