The recent underperformance of Jigra has made some Telugu distributors wary of investing in another Bollywood-led project, this time featuring Kangana Ranaut. After the disaster that Jigra turned out to be, the skepticism surrounding Emergency, a political thriller led by Kangana, is growing. According to a leading distributor, women-centric films are struggling to fetch even the bare minimum box office openings in the two Telugu states, Andhra Pradesh and Telangana.
“Kangana probably has to tour Hyderabad and promote her film by hosting grand events if she wants to generate buzz,” says the distributor. “Bollywood teams are in discussions with Telugu distributors, but no agreements have been finalized yet.”
The film, Emergency, is a political drama that Bollywood hopes will resonate better in the Telugu market. The Nizam region, particularly Telangana, seems to have a better potential to draw audiences for this type of film compared to Andhra Pradesh, where Hindi films traditionally receive less patronage.
Trade analysts suggest that Emergency may follow a commission-based release model in these states, where theatre rentals and a small percentage commission are deducted before the rest of the collections go to the filmmakers. This model reflects the cautious stance of Telugu distributors, who are holding off on significant investments until they see stronger promotional efforts and a rise in public interest.
The pressure is on for Kangana to drive the momentum herself. The success of Emergency in the Telugu states could hinge on her ability to connect with local audiences through media interactions and high-profile events, particularly in Telangana.
Leave a comment