T-town dream merchants are wooing the 18-25-year-old audience with youthful entertainers to revive their sagging fortunes. The urban-centric movies are garnering revenues and re-defining Tollywood market. Suddenly waking up to the fact that 54 per cent of the cinema-watching population is young, Tollywood merchants are shifting their focus to youth-centric content.
The success of Ala Modalaiyindi triggered this trend. “I know that a number of such films are in the making, inspired by the success of Ala Modalayindi. But, I didn’t make it for the young alone. The feel-good entertainer impressed audiences in the age group ranging from 5 years to 70 years,” says Damodar Prasad, producer of Ala Modalaiyindi. The appreciation for urban-centric themes was restricted to Hyderabad, Vijayawada and Visakhapatnam, but this is expanding to Rajahmundry, Tirupati, Nellore and Guntur, ensuring more urban viewers, which means more revenue.
Naga Chaitanya’s Ye Maaye Chesave showed the potential of an urban romance. “Its overwhelming success came as a pleasant surprise and it connected to viewers even in remote areas,” says the scion of the Akkineni Family, who has100% Love in the making. “It has more shades than Ye Maaye Cheseve with loads of entertainment and drama,” he adds.
Young filmmaker Lagadapati Sridhar believes that youngsters are more loyal. “Youngsters are the first to watch a movie and if it is good, they influence their parents as well. Being young, I connect better to a script that is ‘youngish’. I realised that 80 per cent of youngsters want to watch love stories and 20 per cent want films on professional hiccups. I intend to capture the 80 per cent audience with a dignified love story and make a passing reference to their professional goals as well,” he says, emphatically. Director Puri Jagannath, known for some kick-butt action movies is exploring love in Nenu Naa Rakshasi. “It’s a pure love story between a professional killer and a ‘rakshasi’ and captures some sensitive moments between the young pair,” he says. Varun Sandesh who tasted moderate success with urban-centric Ye Mayindi Ee Vela is confident about his Brahmigadi Katha which he says is “ a novel, youthful entertainer and about the relationships of the young generation”. Even young Nani will be romancing Nitya Menon in his next film Sega touted to be a “gripping romantic saga”. Producer Chintalapudi Srinivas says, “With a sizeable section of audience below 25, film makers have to cater to changing tastes. Youngsters are the real patrons of Telugu cinema and like to watch ‘love stories’, so we are obliging.”
For the time being, it looks like films tailor-made for the young are spinning box office magic. So, fasten your seat belts and let yourself be pampered with T-town’ship and young offerings.
The success of Ala Modalaiyindi triggered this trend. “I know that a number of such films are in the making, inspired by the success of Ala Modalayindi. But, I didn’t make it for the young alone. The feel-good entertainer impressed audiences in the age group ranging from 5 years to 70 years,” says Damodar Prasad, producer of Ala Modalaiyindi. The appreciation for urban-centric themes was restricted to Hyderabad, Vijayawada and Visakhapatnam, but this is expanding to Rajahmundry, Tirupati, Nellore and Guntur, ensuring more urban viewers, which means more revenue.
Naga Chaitanya’s Ye Maaye Chesave showed the potential of an urban romance. “Its overwhelming success came as a pleasant surprise and it connected to viewers even in remote areas,” says the scion of the Akkineni Family, who has100% Love in the making. “It has more shades than Ye Maaye Cheseve with loads of entertainment and drama,” he adds.
Young filmmaker Lagadapati Sridhar believes that youngsters are more loyal. “Youngsters are the first to watch a movie and if it is good, they influence their parents as well. Being young, I connect better to a script that is ‘youngish’. I realised that 80 per cent of youngsters want to watch love stories and 20 per cent want films on professional hiccups. I intend to capture the 80 per cent audience with a dignified love story and make a passing reference to their professional goals as well,” he says, emphatically. Director Puri Jagannath, known for some kick-butt action movies is exploring love in Nenu Naa Rakshasi. “It’s a pure love story between a professional killer and a ‘rakshasi’ and captures some sensitive moments between the young pair,” he says. Varun Sandesh who tasted moderate success with urban-centric Ye Mayindi Ee Vela is confident about his Brahmigadi Katha which he says is “ a novel, youthful entertainer and about the relationships of the young generation”. Even young Nani will be romancing Nitya Menon in his next film Sega touted to be a “gripping romantic saga”. Producer Chintalapudi Srinivas says, “With a sizeable section of audience below 25, film makers have to cater to changing tastes. Youngsters are the real patrons of Telugu cinema and like to watch ‘love stories’, so we are obliging.”
For the time being, it looks like films tailor-made for the young are spinning box office magic. So, fasten your seat belts and let yourself be pampered with T-town’ship and young offerings.
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