Buzz: Tollywood Buyer System Slowly Cracking

The traditional buyer system in Tollywood is once the backbone of the theatrical business and producers used to make profits from this system. However, this system is now showing clear signs of stress. If we look at the number of active buyers from each region, this could be understood clearly.

As per trade circles, Vizag has barely two or three active buyers, while East and West Godavari are down to just a couple each. Early, there used to be nearly a dozen buyers in these districts, vying to grab rights, and there used to be massive competition over the table. On the contrary, the Krishna region has buyers, but interestingly, they are not willing to invest huge amounts of money. At the same time, the profit-giving regions like Guntur and Nellore are also down to one or two players at best. Even these existing buyers are no longer ready to take full risks. So what exactly is happening?

Instead of outright purchases, many buyers are leaning heavily towards advance-based deals. Minimum guarantee is becoming a rare word now and hence they are also demanding this proposition. That’s leading to producers losing money most of the time because most of the films end up as flops only unless they come out during the Sankranthi season.

With rising budgets, inconsistent box office results, and unpredictable audience response, buyers are becoming extremely cautious, and soon they might fade out. That’s the reason theatre owners started demanding a share (percentage system) in tickets now, as they know that if the ‘buyers’ system gets cleaned up, then producers need only theatres, so they are making their cards ready.