The good, the Bad and the Boring: Why 2014's Tollywood box office is suffering ?

The good, the Bad and the Boring: Why 2014's Tollywood box office is suffering ?
Think for a moment: What was the last Tollywood blockbuster that blew Telugu audiences away? Some may say Magadheera and some might argue its Dookudu or probably Atarintiki Daredi but they were released a long time ago and its a long intermission for audiences waiting for the next big movie to come along.

All the Hardcore movie lovers and critics of telugu film industry aren't just mad, but they are disappointed in the relentless sameness of the telugu movies. The same old hero entry song and fight,a flashback episode,a much hyped interval bang,an item song and bits and pieces of Bramhanandam Comedy isn't good enough any more and this is clearly visible in the performances of big movies released in 2014.Twenty years ago, audiences went to the movies reflexively. Now we go to the movies mostly to see things we recognize—actors, stories, and item songs. If the same trend continuous then its shutters closed for TFI as most of the producers will be running into losses and no one would dare make a movie.

Directors and story writers have been predicting what audiences want to see. And, ironically, for that very reason,tollywood has been making relentlessly average movies. For critics, the problem with Tollywood's BIG hero movies (and, perhaps, with its blockbusters in general) is that they are just fine. They are average. But they are average on purpose. They are the product of Tollywood's exquisitely designed factory of average-ness, which has evolved as the industry has transitioned from a monopoly to a competitive industry that can no longer afford to consistently value art over commerce.

The movies began to grow in significance in the 1960s, but it was still considered a bit of a carnival sideshow.By the end of 1970s, virtually every Telugu Movie fan was seeing a movie once a week or more. It was the most cherished activity, if you had the money, to do on a Friday or Saturday night. In the 80s TV made going to the cinema less prominent. Now, there's a rise of Internet that rivals any drama in theaters.

Movies themselves have lost some of their cultural prominence. The availability of movies on the TV and Internet has created cross-generational options different from when audience were going to the movies every weekend.In the last 20 years,Television and Internet—broke up the studios and scattered audience attention. A typical telugu audien used to buy 60-70 tickets a year. Today they buy about 10.

The bigger change here is that people credibly believe that TV’s not just an idiot box. It's providing cultural sustenance. There used to be this sense that TV is fun, but if you wanted to see something great or important, you had to go to the movies but slowly this is changing.Television has been rivaling films for audience attention since the small screen came into Indian households in the 1990s.

There are a lot of other things putting pressure on movies, but some of the biggest are movie news spread via social media and streaming options like youtube.It's not just the high quality of the content that grabs viewer attention; the availability is also hard to match. Why go to the theater when there are decades of great entertainment to be had one click away on the Net in comfort of homes.Movie makers are working harder to stand up against not only high-quality shows on TV but also new viewing habits of audience online. The Internet's presence isn't necessarily a bad thing for the film industry — especially for smaller, independent films.The Internet gives the film industry new ways to reach its audience. Release buzz is also a hurdle for movie makers.When battling for audiences in a sea of entertainment options, studios are also trying to balance a shift in how a film is vetted. Today, a bad Facebook update or unfavorable Tweet could lead to a viral publicity problem for a movie.It's no longer possible to generate word of mouth after a movie opens on its own. Information is known days, weeks, months before a film comes out.There are no secrets any longer.Take 2014's big movies which originally cost crores to make, and were anticipated to strike box-office gold .Yet the initial cuts of the film received such bad reception that even the so called biggies of the industry couldn't save the movies.With Internet scrutiny surrounding the release phase of a film people are judging a movie without even watching.

First, a quick history lesson: Let's go back to the golden age of movies in the 1970s-1980s, when a lot of block buster movies were made.It's hard to imagine just how impregnable the movie industry was back then. The major studios could basically do whatever they wanted and still could make money. Virtually all the films made money and entertained audience.A star hero would act in around 12 movies a year and most of them were hits.This is not the case now with big stars hardly acting in one movie a year and hence the expectations on a movie are more which in turn is having a negative impact if a movie slightly disappoints in any aspect.

Now that the studios are making fewer, more expensive films, there is much more risk riding on each project. Tollywood mitigates that risk in two ways: safer subjects and more testing. First, it relies on sequels and adaptations that it knows have a built-in audience, not only at home, but also abroad, where explosions translate easier than wit. The formula works, too. But studios are so worried about what audiences think—and so skilled at soliciting their feedback—that they ensure that the next blockbuster always reminds audiences of the last blockbuster.

Also studios make fewer movies today, and they have to spend more money marketing them, since they've lost their guaranteed weekly audience. At the same time, the box office has globalized. U.S. and Canadian box office grosses are large but flat. The future of telugu movies growth in overseas is tremendous and the studios have realized that and are now concentrating on overseas audience as well.

. Talent has always been there in our industry but self imposed restrictions have to be avoided to make hit movies.Critics will keep calling average stuff average, but it turns out there are a lot of people who are fine with fine.Telugu audience have always loved and worshipped their onscreen heroes irrespective of hits or flops.We love movies, and a lot of movies are best seen on the big screen.The movie business has to work harder to continue to make incredible movies that distinguish themselves.

As for this year's box office,a lot of small budget movies are releasing at the end of the year as there ar no more biggies releasing. Next year, is flush with surefire hits like Baahubali,Rudramadevi and probably MegaStar Chiranjeevis 150th movie.Lets hope quality movies are made in future.

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