"Cinema Survives Only Through Unity": Top Telugu Producers Respond to Exhibitors’ Demands and Percentage System Debate
A day after theater exhibitors voiced their grievances in a public press meet, prominent Telugu film producers held a counter-media interaction on Wednesday evening to present their perspective on the industry’s current financial ecosystem. Leading producers, including Yalamanchili Ravi Shankar, Suryadevara Naga Vamsi, Sahu Garapati, Sudhakar Cherukuri, and Venkata Satish Kilaru, emphasized that while exhibitors are under pressure, distributors and producers are grappling with equally severe challenges.
The producers expressed disappointment over the "threatening tone" of recent demands, calling for a collective dialogue rather than unilateral ultimatums.
The Producer’s Perspective: A Shared Struggle
Yalamanchili Ravi Shankar (Mythri Movie Makers) clarified that the industry functions as a tripod—producers, distributors, and exhibitors—and it cannot stand if one leg is broken.
-
A Unified System: He noted that the three sectors have coexisted for decades and that issues cannot be solved by one group acting alone.
-
The Timing Issue: Ravi Shankar questioned the sudden urgency of these demands, particularly just as major big-budget films are preparing for release. "For months, we struggled with a lack of content. Now that big films are coming, creating obstacles is not the right approach," he stated.
-
Infrastructure & Grading: He advocated for theatre grading, suggesting that single-screen facilities must be improved to justify the revenue models they are demanding.
Policy Realities: No Changes for Current Projects
Suryadevara Naga Vamsi (Sithara Entertainments) took a firm stance on the practicalities of introducing a new "percentage system."
-
The Deadline Problem: He argued that issuing deadlines is counterproductive. Many films are already 70–80% complete with budgets locked. Introducing a new revenue policy for these projects is simply not feasible.
-
The Path Forward: Vamsi noted that while they are open to discussing new systems for future films, such talks must include theatre maintenance charges, grading, and online ticket booking convenience fees.
"Cinema First": Avoiding Internal Friction
Sahu Garapati (Shine Screens) expressed concern that internal fighting weakens the industry’s bargaining power and overall stability.
-
Obstacles to Releases: He highlighted that many films have already secured government approvals for revised ticket pricing. Threatening not to screen such films after official permissions are granted creates unnecessary chaos.
-
Survival through Content: "The entire industry survives only when cinema runs successfully. It is not right to treat each film differently," he remarked.
A Call for Transparency
Sudhakar Cherukuri (SLV Cinemas) pointed out the historical context of distribution in Telangana, questioning why these "unfair treatment" claims are surfacing now after 20 years of established practices. He suggested that the sudden shift in stance, especially after recent successful Sankranti releases, appears inconsistent.
