Tollywood’s Sorry Picture

The picture can’t be more contradictory. On one hand, Hindi movie channels are running successfully showing dubbed and remake versions of Telugu films, which in all earnestness seem to be getting a lot of response from ­audience. At the same time, Telugu films themselves are facing a hard day in Andhra Pradesh itself. Having found itself in a quagmire of business losses and a stiff competition from Bollywood and Kollywood, it is striving hard to regain its land. But for the passive onlooker, that seems a distant possibility. What make it more pitiful is that this year Tollywood is celebrating its 75th year.
Telugu film industry in India has a unique standing. It has not only the distinction of being the third biggest film industry in India, in terms of films produced per year and the turnover achieved therein, it also thrives on many demi-gods and cult like fan following of some actors. These actors in turn have never let down their fans and have delivered year after year the films, that we relish even years later. That’s why a Chiranjeevi starrer ‘Gang Leader’ became a super hit in the latter part of 1980s and when it is shown on Star Gold in a dubbed version (named Naya Don), it still got a better TRP. It prompted the channel to show one more dubbed movie named ‘Vishwa’. It was a Nagarjun starrer which was released in 2004 as ‘Nenunnanu.’ The trend continued and rival channel Zee Cinema started to show some dubbed Chiranjeevi movies in prime time. Diler (Anji) and Rakshak (Mrugraju) are two films falling in this category.
It is not that all Telugu films sell on star value. They usually have a strong story element with eye-catching picturisation and of course, a great music. That was the case till recently, i.e. till last year. Now it is almost a sorry picture. Tollywood has seen too many flops for the last couple of years and it is frantically searching for a hit. Even superstars like Chiranjeevi and Nagarjun are finding it difficult to break this mould. One problem that these actors face is the non-availability of good roles. They have been caught in a kind of trap where they can’t play the roles they wish.
In a recent interview, Chiranjeevi has said, “"My image troubles me in different ways. I cannot act in roles different from that of mass commercial ones due to image." That brings the real dilemna of a hero who has steadfastly lead the industry for more than a decade. Lack of worthwhile stories and too much insistence on the routine formulas, that have proved to be a bane for Tollywood. The producers in the industry seem only working for garnering the monetary profit from the films without giving a hint of thought as to what its outcome might be. Trying to emulate the Bollywood for that purpose is just a way of doing that. That’s why heroines and character artists from Mumbai find their way in Telugu films these days more and more. Add to that song (and they abound to the hilt) and dance sequences picturised on the exotic foreign locations. Not surprisingly, the budget of the film skyrockets to few crores. Given the stiff competition in this era, this money is hardly recovered giving more sleepless nights to everybody associated with the project. Even the advertising cost of the film amounts to few crores.
From the start of this year, 40 films have been released in Andhra Pradesh and only two of the proved to be a hit. That’s why trade pundits are anticipating a bleak show ahead. Sankranti season, in which Tollywood is expected to make fortune did not yield expected revenue. Filmmakers and industry insiders are now pinpointing their hopes on summer season. Holidays to school and colleges mean a boon to the film circuit. Many big films are expected in this season. So one can only hope their expectations come true and we are treated to an entertaining fair once again, like we were in the past.