Telugu Exhibitors Postpone Theatre Bandh Ahead of ‘Thug Life’ & ‘Hari Hara Veera Mallu’ Releases
With significant releases such as Kamal Haasan‘s Thug Life and Pawan Kalyan’s long-delayed Hari Hara Veera Mallu set to take place shortly, the Telugu exhibition sector was saved from a potential disaster. A prior decision for a protest by single-screen exhibitors in Andhra Pradesh and Telangana is now on hold after a tenuous agreement between the exhibitor and producer.
Revenue Model, OTT Window Central To Dispute
Earlier this month, exhibitors had threatened to close their theatres down beginning June 1 due to unyielding disagreements around revenue splits and release dates for OTT. According to sources, the exhibitors were advocating for a more reasonable revenue split, along with a longer time to exclusively screen movies before they land on OTT.
The hesitation was over the unresolved issues around profit-sharing percentages and the significant decrease of profit within single screens against the more powerful growing streaming platforms. The exhibitors wanted a percentage-based sharing model and insisted the producers respect an adequate time between theatrical distribution and digital releases to allow for reasonable box-office returns.
While it has been reported that producers were not part of the previous negotiation meetings, sources close to the situation said the Telugu Film Chamber of Commerce tried to mediate the situation. With high-stakes films like Thug Life (June 5 release) and HHVM (June 12 release) about to release, both parties were able to temporarily use common sense for the greater business good.
‘Thug Life’ & ‘HHVM’ Given a Safe Passage
Thug Life, a movie directed by legend Mani Ratnam and starring the legendary Kamal Haasan, and Hari Hara Veera Mallu, a movie starring Pawan Kalyan and directed by Krish, are sure to be box office behemoths. A theatre bandh would have derailed the recovery plans for distributors and exhibitors alike who had heavily invested in the two films.
Moreover, the bandh was likely to impact several mid-to-large Telugu films that were scheduled to release in June and July 2023, including Kannappa and Kuberaa, although these films have received some reprieve for now.
Crisis Averted… For Now
While the temporary injunction has helped avoid immediate disruption, experts remain sceptical. “This is a Band-Aid and not a cure,” said a trade analyst.
“Unless we can find long-term structural solutions in the near future, we should anticipate similar crises in the future.”
The next focus will be how Thug Life performs in its first week and if it can impact the sustainability of this truce.
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Box Office Worldwide Verdict
With Thug Life and Hari Hara Veera Mallu appearing to be lifelines for desperate exhibitors, it is a good sign that the decision has been made to put the theatre shutdown on hold, indicating rare solidarity and potential unity within the industry. Nevertheless, do not be fooled. The ordeal is on pause, not peace. If both films get big, there is a chance that climate may change in the form of unity. If both films do not come through, expect fireworks again before mid-June. For now, curtains up, the screens are on, and there is hope at the box office.
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