Path-breaking film Eega has brought the spotlight on the Telugu film industry,once again, which is testing the waters outside regional boundaries. Whatmakes this industry click?

There’s no arguing that Southfilms are doing exceptionallywell in the regional space. And to put a perspective on this, the Telugu film industry has emerged as the third-most popular industry after Hindi and Tamil, churning out a staggering 120 plus films a year.

Right from capitalisition to infrastructure facilities, the Telugu film industry is rich and thriving. In fact, the Ramoji Film City in Hyderabad is one of India’s biggest film studios and it provides a gamutof amenities for filmmaking. Also, Telugu filmmakers are now willing to invest largesums of money in their films with soaring budgets ranging between Rs 2 crore andRs 50 crore plus.

‘Hero worship’ too plays a prominentrole in the success of Telugu films. The audience regards their actors with nothingless than adulation and is fiercely loyal to them. The reverse is also true.Telugu filmmakers also clearly make films for their audience; they don’t makemovies for the rest of the country.The themes of Telugu films too are commercial and revolve around families,which are easy to relate to. And, in stark contrast to the Hindi audience, who find entertainment through other avenues like television content, it is no exaggerationto say that the people in Andhra Pradesh watch films as their only sourceof entertainment.

Fuelling this trend isticket pricing, which is very low in thestate (lowest Rs 20 and the highest is Rs50 to Rs 60). Besides, there are more cinema halls in Andhra Pradesh vis-à-visany other parts of India.But, gradually, Telugu films are beginningto find an audience outside thisregional territory and also in the overseas market. Lately, director SS Rajamouli’s film Eega created waves and is being releasedoverseas with subtitles too. The first day business of the film was record-breaking.

Thanks to Eega, everyone is suddenly sittingup and taking notice of this industry.And let’s not forget, a FLY played the leading man in the film. Yes, a FLY!This week, we are highlighting theTelugu film industry and asking the professionals for their take on this growing segment.