The ongoing debate between exhibitors and producers in the Telugu film industry has intensified, with several leading producers coming together to present their side of the issue. After exhibitors recently held a press meet demanding the implementation of the percentage system and highlighting financial struggles faced by theatres, Telugu producers responded on Wednesday evening, stating that distributors and producers are equally under pressure in the current theatrical business environment.
Producers Yalamanchili Ravi Shankar, Suryadevara Naga Vamsi, Sahu Garapati, Sudhakar Cherukuri and Venkata Satish Kilaru participated in the media interaction and stressed that the issue should be resolved through collective discussions rather than one-sided statements.
Producer Ravi Shankar said the press meet was conducted to clarify the producers’ perspective after exhibitors claimed injustice was being done to them. He acknowledged that exhibitors are facing genuine difficulties but emphasized that producers and distributors are also struggling financially. According to him, the Telugu film industry has functioned for decades as a combined ecosystem where all three sectors depend on one another.
He pointed out that the issue first surfaced around the release of Hari Hara Veera Mallu, but several major films were released afterward without major objections. Ravi Shankar questioned why the matter was suddenly being pushed aggressively now, especially when the industry is preparing for the arrival of big films after months of weak theatrical performance. He added that all concerns, including the percentage system, theatre grading, and infrastructure development, should be discussed together before implementing any decisions.
Ravi Shankar also stressed the need for theatre grading, saying not all theatres provide the same experience to audiences. He particularly mentioned that many single-screen theatres require infrastructure improvements and modernization. According to him, only collective discussions can bring long-term solutions that benefit the entire industry.
Producer Naga Vamsi stated that if one sector suffers, the entire ecosystem suffers. He explained that exhibitors themselves admitted theatres had remained shut in recent months due to lack of strong content. Imposing restrictions or sudden policy changes now, he warned, could discourage producers from bringing more films to theatres.
He also objected to what he described as a threatening tone in the exhibitors’ press meet, particularly regarding deadlines and unilateral decisions. Naga Vamsi revealed that nearly 25 films are currently under production with more than 50 percent shooting completed and almost 70 to 80 percent of budgets already spent. Introducing a new system at this stage, he said, would create severe complications for ongoing projects.
However, he clarified that producers are not against discussions on the percentage system for future films. He insisted that any such changes must happen only after proper discussions regarding theatre grading, maintenance charges, and online ticket booking convenience fees. He also noted that audiences would naturally return to single-screen theatres if better facilities are provided.
Producer Sahu Garapati said the exhibitors’ press meet appeared more like a warning than an invitation for discussion. He expressed concern that repeated internal conflicts are weakening the industry instead of helping solve problems. According to him, Film Chamber discussions on these issues are already ongoing, making separate public confrontations unnecessary.
Sahu also questioned why controversies seem to arise whenever a major film release approaches. He pointed out that several films had already received government permissions and revised ticket pricing approvals. In such a situation, he said, announcing that those films may not be screened creates uncertainty and panic within the industry.
He emphasized that every film belongs to the industry as a whole and that survival depends on cinema succeeding collectively. Treating films differently, he added, would only create further division.
Producer Sudhakar Cherukuri raised concerns over the timing of the exhibitors’ objections. Referring to distribution operations in Telangana over the past two decades, he questioned why such issues are being highlighted only now if exhibitors had truly been facing unfair treatment for years. He also mentioned that ticket price hikes during Sankranti releases were accepted earlier, making the current objections appear inconsistent.
The producers collectively urged all stakeholders to avoid confrontational approaches and instead work toward practical solutions through dialogue. They maintained that the industry can survive only when exhibitors, distributors, and producers move forward together.
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