"Popcorn Prices Are Bigger Problem Than Ticket Rates": Naga Vamsi
Producer Naga Vamsi also gave a strong response during the meeting. He said the Telugu film industry is currently going through a difficult phase.
By: Priya Chowdhary Nuthalapti | 14 May 2026 9:27 AM IST
A major discussion is currently happening in the Telugu film industry regarding revenue sharing between producers and exhibitors. The issue has become a hot topic after several producers and theater owners shared different opinions about ticket prices, theater maintenance, and audience turnout.
Recently, SVC’s Shirish Reddy spoke about ticket pricing in single-screen theaters. He said that even if the government gives permission to increase ticket prices, they are not planning to raise prices in single-screen theaters. His comments quickly became a talking point in the industry.
Reacting to this, Mythri Ravi Shankar questioned why exhibitors did not discuss their financial problems earlier when big films like War 2, Akhanda 2, and Coolie were preparing for release. According to him, the issue is being highlighted now because there are currently no major big-budget releases in hand.
Ravi Shankar also said that audiences will definitely return to theaters if single-screen cinemas are improved properly. He shared the example of Vimal Theatre, explaining that earlier the theater did not attract many moviegoers. However, after spending crores of rupees on renovation and development, the theater is now seeing a huge increase in audience attendance.
Producer Naga Vamsi also gave a strong response during the meeting. He said the Telugu film industry is currently going through a difficult phase. According to him, after the Sankranti season, most films have failed to bring large crowds to theaters.
Naga Vamsi added that the entire industry is hoping for good collections from the upcoming film Peddi. He also explained that the main reason audiences are staying away from theaters is not because ticket prices increase by Rs. 50 or Rs. 100. Instead, he believes the high prices of popcorn, cool drinks, and snacks inside theaters are troubling common viewers.
He suggested that reducing food and beverage prices could encourage more families and regular movie lovers to return to cinemas again.