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Nagarjuna on Changing Tastes and the Future of Telugu Cinema
Nagarjuna Akkineni, known not just for his acting but also for introducing several directors to the film industry, is currently busy promoting Kubera and gearing up for his landmark 100th film, for which he has locked in a new director. Amidst the promotional buzz, Nagarjuna shared his candid thoughts on the state of the Telugu film industry and the ongoing comparisons with Bollywood.
In recent times, there’s been a growing sentiment in Tollywood that audiences are staying away from theatres, with many blaming the rise of OTT platforms for eating into theatrical revenues. Others argue that the core issue lies in the lack of quality films. Despite these concerns, South Indian cinema continues to fare better than Bollywood in many respects.
Addressing these issues, Nagarjuna offered a practical perspective:
“It’s pretty common, and these things keep happening. It’s not fair to say the industry is failing just because an actor or director hasn’t had a hit for five or six years. Audience expectations constantly evolve. Films like Tourist Family, Court, and Anaganaga have resonated well with viewers. More such content needs to be made, keeping in mind what the audience wants today,” he stated.
His words hold weight, especially now when even some of the biggest stars and directors are struggling to deliver hits. Interestingly, while major theatrical releases often fail to meet expectations, smaller films—particularly those released on OTT platforms—are increasingly gaining audience approval.
However, many continue to overlook this shift and keep insisting that cinema is in decline, failing to recognize that changing audience preferences are driving the current landscape. Nagarjuna’s observations serve as a timely reminder that it’s the responsibility of filmmakers to adapt to these changing tastes.
After completing Na Saami Ranga, Nagarjuna admitted he was unsure about his next move. Fortunately, he took on Kubera and Coolie, projects in which he has invested a great deal of hope and belief.
Both as an actor and as a producer, Nagarjuna possesses a sharp understanding of where cinema is heading. Without making loud proclamations, he seems to have a clear vision of what he needs to do—and what audiences now expect. If more stakeholders in Tollywood develop this same awareness, we could witness a new wave of meaningful, successful cinema emerging from the Telugu industry.
