Tollywood Reels in Re-Releases as New Releases Struggle
The Telugu film industry is facing a challenging period, with a string of recent releases failing to attract audiences to theatres. While the blockbuster "Kalki 2898 AD" featuring Prabhas, revived box office numbers for a brief period, the excitement quickly faded with the lacklustre performance of films like "Darling," "Indian 2," and "Raayan."
"If not for 'Kalki,' the situation for the 1200-odd theatres in Andhra Pradesh and Telangana would have been even worse," remarked an exhibitor, highlighting the industry's dependence on a handful of successful films. He pointed out that only four to five films this year, including "HanuMan," "Tillu Square," and "Guntur Kaaram," managed to generate significant box office revenue. Over 40 other films, unfortunately, failed to make a mark.
With the lack of fresh content attracting audiences, exhibitors are pinning their hopes on the re-release of blockbuster films. "Re-releases have been a lifeline for single-screen theatres in the past year," the exhibitor stated. They are hoping to repeat this success with the upcoming re-releases of "Vikramarkudu" starring Ravi Teja, Mahesh Babu's "Okkadu" followed by "Murari" on his birthday, August 9th.
August 22nd will see the re-release of Chiranjeevi's blockbuster "Tagore" on his birthday, followed by Nagarjuna's "Shiva" on August 29th and Pawan Kalyan's superhit "Gabbar Singh" in September. "Without these re-releases, we would be facing a serious crisis," the exhibitor expressed. "Theatrical business has been struggling for the past 40 weeks, and there is no sign of revival apart from these few films."
Director Teja, however, offered a different perspective on the re-release trend. "Perhaps we are not making good enough films these days, so fans are flocking to theatres to watch old blockbusters," he quipped. "Jokes aside, the big-screen viewing experience is unmatched, and the collections of these re-releases have proven this. The myth that OTT platforms have overtaken cinema has been busted. In fact, some exhibitors are even asking me to re-release Mahesh Babu's 'Nijjam', and I'm considering it. Producers regain full rights after five years and are free to do what they want," he explained.
The re-release strategy reflects the current state of the Telugu film industry. While the reliance on nostalgia for box office success raises concerns about the future of new releases, it also highlights the enduring power of cinematic experience and the public's yearning for captivating stories.