Tollywood producer Dil Raju has spoken about the severe challenges currently facing the Telugu film industry. He explained that the industry is in one of its worst phases, with very few films performing well at the box office. In the first six months of the year, only a handful of movies have managed to make an impact, showing a sharp decline in audience turnout.
He pointed out that during the summer season, especially between May and June, there were no major releases to attract audiences. As a result, many theatres were forced to shut down temporarily. This, he said, reflects the poor condition of the industry, though not everyone seems to recognise the seriousness of the situation.
Dil Raju listed several reasons behind the decline. One of the main causes, according to him, is the over-reliance on OTT platforms that began during the COVID-19 pandemic. Producers gave films directly to streaming services, which made viewers comfortable watching movies at home. This shift in audience behaviour has not been reversed.
He also mentioned that before the pandemic, big films like Ala Vaikunthapurramuloo and Sarileru Neekevvaru generated huge revenues, especially during the Sankranti season. However, that level of success has not returned since. Post-COVID, footfalls in theatres have dropped by almost 50%, with viewers showing less interest in cinema outings.
Another factor is the rising cost of theatre experiences. Ticket prices and canteen rates have gone up, but theatre maintenance has not improved. As a result, audiences are not motivated to return. At the same time, while the number of films being produced has increased, the overall quality has dropped. Many movies fail to deliver fresh or exciting content, making it harder to draw people into cinemas.
Additionally, viewers now have access to high-quality content from around the world through streaming platforms, which reduces the need to visit theatres. Without offering something truly unique or engaging, local films struggle to compete.
Dil Raju’s comments highlight the urgent need for change in Tollywood. Without better planning, improved content, and investment in the theatre experience, the industry risks losing its core audience.