The Telugu film industry, much like Bollywood, faces a significant challenge: stars demanding exorbitant fees that often do not align with their box office performance. Filmmaker Karan Johar's recent observation about Bollywood resonates with similar trends in the southern film territories.
Johar pointed out that stars asking for ₹35 crores or more frequently fail to deliver even a ₹3.5 crore opening on their film's first day. This reality extends to the Telugu market, where many Tier 2 and Tier 3 actors command fees exceeding ₹10 crores per film.
Despite these high salaries, box office returns often fall short. Many recent Telugu films, barring exceptions like "Kalki 2898 AD," struggle to surpass a ₹10 crore gross opening. This disparity places immense financial strain on producers and distributors.
The industry grapples with balancing escalating costs while delivering films that resonate with audiences and yield profitable returns. Smaller and mid-range films, in particular, find it challenging to recover investments, exacerbated by the high costs associated with star actors.
Additionally, dependence on OTT rights has grown but faces its own challenges due to competitive pressures and saturation of routine content in the market. This dynamic further complicates the landscape, making it harder for new talent and content-driven projects to succeed.
The future holds uncertainties as the industry navigates these complexities and strives for sustainable models that support creative diversity and financial viability.