Post-pandemic, Tollywood producers have been demanding substantial prices for both digital and non-theatrical rights. In response, actors have increased their fees, leading producers to rely heavily on non-theatrical revenue, given that the success of theatrical rights now hinges on pre-release buzz.
Vijay Deverakonda is currently filming Parasuram’s project, set for a Sankranthi 2024 release with Dil Raju as the producer. Dil Raju is optimistic about securing over Rs 70 crores from the digital rights.
However, negotiations with major players like Amazon Prime and Netflix have hit a roadblock, as they have already invested heavily in Indian cinema, acquiring rights to several significant Telugu films for the year. Dil Raju is open to closing the digital deal if the pricing aligns with expectations, with Vijay Deverakonda’s recent track record also influencing the decision. The stumbling block here is the steep asking price, which is preventing the non-theatrical deals from materializing.
Another film facing challenges in closing non-theatrical deals is Ravi Teja’s Eagle, scheduled for a Sankranthi 2024 release and directed by Karthik Ghattamaneni, produced by People Media Factory. The quotes being sought for this film are notably higher compared to Ravi Teja’s previous works.
The closure of non-theatrical deals is crucial to ensure a smooth and confident theatrical release for any star-studded film. Failure to secure these deals may cast uncertainty over the release of these movies. The fate of Vijay Deverakonda’s and Ravi Teja’s films during the holiday season remains uncertain until these deals are finalized.