fresh breeze is blowing over the Telugu tinseldom. The turn of
the century saw the rise of a new generation of filmmakers and
stars. Lured by the glamour of showbiz, people from other businesses
are taking to film production. This has resulted in a boom in
the number of releases, compared to the first three quarters last
The onus is more on making youthful love stories. In fact, the
trend was set last year with the success of and all-new star cast,
"Chitram" and another low budget hit starring
position got consolidated with the big hit, "Nuvve
Kavali". The success of these movies gave the impetus
for others to experiment with new stars and directors. With most
of the women glued to television sets watching mega soaps in the
comfort of their drawing rooms, only college students and the
youth are patronizing the theatres. So, the new generation low
budget filmmakers are targeting this audience. They have found
a simple formula - introduce a lead pair, add to the cast senior
character artistes fill it with comic interludes, and some melodious
and fast numbers.
But is this formula producing the desired result?
big boom resulted in the release of about 70 films in the past
nine months. Of these, only four turned out to be super hits,
Nenu". Another half a dozen films could manage to make
a little profit. And in today's box-office parlance, they are
termed hits. The rest proved damps squibs, most of them from the
freshers. The reason - the same old one. The story content, which
the filmmakers claim is 'different', has turned out to be stale.
Says veteran film-maker Dasari Narayana Rao, "The problems
with most of these new generation film-makers is that they are
not making movies according to the likes of he audience. Instead,
they are making stereo-types". He does not agree with the
view that experience counts here. "People without an experience
in cinema have entered the field and made a mark".
Director B. Gopal agrees with him. "Until one gets an opportunity,
everybody is a newcomer. I was also one". According to Dasari,
it is due to poor choice and narration of the subject. "Apart
from 'Nuvve Kaavali', which I consider a healthy love story,
most of the other films in this genre encourage the youngsters
to revolt against their parents to make their love a success.
It may temporarily love excite the youth; but such scripts are
not good for them in the long run".
Seventy movies have already been released, and an equal number,
mostly from the new generation, are in various stages of shooting.
Some offer and exciting fare for the youth, and some others are
low budget love stories.
After the commercial success of the comical love story, "6
teens", G. Nageswara Reddy has come up with "Ide
Naa Modati Premalekha" with newcomers Jayaram and Rimmi
Sen in the lead. The theme leaves the girl in a dilemma, whether
she would leave her parents for her lover.
The campus love story, "Kalalu Kandamraa" introduces
Bapi Reddy as the director and Prem Kumar, Divya, Sangeetha Rai
and Nisha in the lead roles. "The first half is full of fun,
set in a college backdrop, and in the second half, the hero falls
in love with the three heroines. Ultimately, who he will marry,
and whether his dreams come true is the climax".
G.V. Anji Reddy makes his debut with "Nee Kosame Nenu",
starring Santhosh and Jayalakshmi. The hero is a novelist and
the heroine, and artiste. Her art inspires him to write and she
is an admirer of his works. They do not meet for long until they
accidentally meet at a function. And love blossoms.
"O Manasa Preminchake," directed by newcomer
T. S. Sivaji, introduces Y. Srihari and Indrani. The hero entices
the girl and deceives her. She in turn brings about a change in
him, showering her love, and ultimately makes him tie the sacred
New-comers Nivas and Shika Sinha star in debut director K. Sai
Shyam's "Cheliya Cheliya Chirukopama". The young
lovers face a certain problem. How they overcome that forms the
There are more movies in this genre, some with similar sounding
titles, in the pipeline. In contrast, some low budget film-makers
are attempting at slightly different themes. "Ramana",
directed by Sivanageswara Rao and written by film scribe turned
writer Ravi Kolikapudi, is one such movie. Here,
the hero (Rajendra Babu), after completing his studies, does not
wait for a Government job but opts for self-employment. The story
has love, sentiment and action. The movie has an attractive and
there is a lot of excitement for new entrants. For,
they think they have a 'different' concept and an ace up their
sleeve. But the other side of the picture shows a dismal scenario.
At a moderate estimate, trade circles report a loss of nearly
Rs. 25 crore in the first nine months of the year, for the industry.
"Most of these film-makers are not serious with their productions.
That is the root cause for this malady" observes Dasari.
Barring a couple of films that have really offered a novel fare,
is it not the time for film makers to take stock of the situation
and have a change in their perception when the youth seem to be
rejection the stuff dished out to them. For, the boom may soon
boomerang on them.