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Dil Raju: “Producers No Longer Command Authority”
On the occasion of legendary producer Atluri Purnachandra Rao’s 90th birthday celebrations, Dil Raju made some striking observations about the changing dynamics of the film industry. Speaking openly from the dais, he remarked that the era when producers commanded authority and respect seems to have faded away.
He pointed out that traditionally, producers were the ones who invested money and created opportunities, while artistes received remuneration and recognition. In that system, those who “took” respected those who “gave.” But today, according to him, the trend appears reversed, with artistes increasingly commanding producers.
His comments have drawn attention because they reflect a widely discussed reality in today’s hero-driven industry. Producers often shoulder the financial burden and risks of filmmaking, yet star heroes tend to wield significant influence over creative and commercial decisions. From selecting heroines and directors to approving music composers and technicians, many key choices are often centered around the lead actor.
However, industry observers argue that this situation did not emerge overnight. There was a time when towering stars like N. T. Rama Rao and Akkineni Nageswara Rao enjoyed massive fan followings, yet they functioned within a system where producers maintained command and final authority. The shift, many believe, happened gradually as producers themselves began accommodating the growing demands and preferences of star heroes.
By consistently yielding to star power and prioritizing market-driven decisions, producers may have inadvertently strengthened the very imbalance they now question. That is why Dil Raju’s remarks are being interpreted by some not as a plea for sympathy, but as a reflection of “swayam krutaparadham” — a situation shaped by one’s own actions.
His candid words have once again reignited debate about power structures in the film industry and whether a healthier balance between creative control and financial responsibility can be restored.
