Tollywood in Doldrums Due to Inexperienced Producers

Leading filmmakers in Telugu say that six to seven inefficient producers have ruined Tollywood and re-defined the job of a producer from a filmmaker to a just production manager who doles out money and has no clue about script and making of the film.

Apparently, regular producers have taken a back seat since this handful of producers enhanced the budget of a big film from Rs. 30 crores to Rs.150 crores in just a few years. While pay packets of stars have gone up from Rs. 15 crores to Rs. 65 crores and few directors have touched the 25 crore mark pushing the industry into the brink.

“A handful of inexperienced producers have ruined the industry. They don’t even know the basic storyline of the film that they are making until the film is ready for release. The film is made by the star and director, while the producer just gives them money like a production manager. Already, 40-odd films have bombed this year including big star films, so imagine the plight of Telugu cinema in the days to come,” says a producer, on condition of anonymity.

He goes on to state that a producer suffered a heart attack in the making, while another producer sold his own properties to release a film and one more is reeling under Rs 100 crore loses despite making hits. “Films have gone over budget 6 to 7 times since stars have hiked their pay by four to five times. While stars and technicians are building swanky bungalows,  producers are disappearing from the scene unable to handle pressure of the ruthless financiers,” he adds.

With established producers slowing down, the space is occupied by neo-rich producers who come from different industries. “We welcome new producers since they provide livelihood to thousands of cine workers. But neo rich producers should take a crash course from veteran producers on cutting budgets and waste expenditure," says entrepreneur-turned-producer Sridhar Lagadapati

“When I came into the industry 19 years ago, I met legendary producer Rama Naidu who advised me to select novel scripts and make them within specified budgets and not to fool around. So I get involved in scripts, then discuss making with the director and also take part in music sittings, so it has kept my banner alive, while others have shut shop,” he adds.

Sridhar admits that many NRIs are investing in Telugu films. “I am against movie tourism by a few cash-rich NRIs who are misguided to invest more than needed for a film, so they have to have complete command. I understand that they have other businesses overseas and make films for instant fame. But they are causing more harm than good since their teams are hiking remunerations which are affecting regular producers,” he informs.  

He calls digital platforms a new threat to Telugu films. “Flops are increasing in Tollywood because of poor and repetitive content. Even big stars have to change their thinking and pick novel themes like Tamil and Malayalam stars. Competing with other languages movies on OTTs demands enriched creativity since we can’t recover money on theatricals alone, which are seeing low turnouts these days," he concludes.