The growing debate around the theatrical revenue model has now drawn a response from Telugu film producers, who say the crisis is not limited to exhibitors alone. They stressed that distributors and producers are equally burdened in today’s challenging cinema landscape and called for unity instead of confrontation.
Following the recent press conference held by exhibitors demanding the implementation of the percentage system, several producers addressed the media on Wednesday evening to present their side of the issue. Producers Yalamanchili Ravi Shankar, Suryadevara Naga Vamsi, Sahu Garapati, Sudhakar Cherukuri, Venkata Satish Kilaru and others attended the interaction.
The producers collectively expressed concern over the tone of the exhibitors’ statements, stating that industry issues should be resolved through mutual discussions rather than public pressure. They maintained that while exhibitors’ concerns deserve attention, the hardships faced by producers and distributors cannot be ignored.
Producer Yalamanchili Ravi Shankar stated that the industry has always functioned as an interconnected system where producers, distributors, and exhibitors depend on one another. According to him, none of the three sectors are currently in a comfortable position, especially after months of weak theatrical performance due to lack of strong content. He questioned why the issue was suddenly being escalated now, despite several films releasing after ‘Hari Hara Veera Mallu’ without major disruption.
He further explained that solving such long-standing concerns requires collective discussions and practical planning, not overnight decisions. Ravi Shankar also emphasized the need for proper theatre grading, pointing out that all theatres cannot be treated equally when facilities and maintenance standards differ widely, especially in single-screen cinemas.
Producer Suryadevara Naga Vamsi said that if one sector suffers, the entire industry feels the impact. He noted that exhibitors themselves had admitted theatres remained shut in recent months because of inadequate content. Introducing sudden restrictions now, he said, could discourage producers further and ultimately reduce theatrical releases.
Naga Vamsi highlighted that many films are already deep into production, with major portions of their budgets spent. Implementing a completely new revenue model at this stage, he argued, would create severe complications. However, he clarified that producers are willing to discuss the percentage system for future projects provided conversations also include theatre infrastructure, maintenance standards, and online ticket booking charges. He added that audiences would naturally return to theatres if better viewing experiences are offered.
Producer Sahu Garapati remarked that the exhibitors’ earlier press meet appeared more confrontational than solution-oriented. He warned that internal conflicts only weaken the film industry as a whole. Since discussions are already taking place within the Film Chamber, he questioned the need for separate public announcements in between negotiations.
He also expressed concern over controversies repeatedly surfacing whenever a major film is preparing for release. According to him, films that already secured government permissions and revised ticket pricing approvals should not face uncertainty at the final stage. Sahu Garapati stressed that every film contributes to the survival of the industry and called for a balanced, collective approach.
Producer Sudhakar Cherukuri pointed out that distribution systems in Telangana have existed in a similar manner for decades. He questioned why concerns over exhibitor fairness were being strongly raised only now if the system had truly been unfair for the last twenty years. Referring to previous festive releases that received ticket price hikes, he said the sudden shift in stance has surprised many within the industry.
The producers concluded by reiterating that the survival of cinema itself is the top priority. They urged all sectors of the industry to avoid divisions, hold constructive discussions, and arrive at solutions that protect the future of Telugu cinema together.
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