The phrase “Dhurandhar” is synonymous with strength and power in indian cinema, especially when it comes to the telugu film industry, which has historically dominated the regional box office both in india and overseas. However, the US box office has recently presented a stark challenge for telugu cinema, with many of its big-budget, star-studded releases underperforming, failing to live up to expectations, and drawing attention to critical issues within the industry. Here’s an in-depth exploration of what Telugu cinema is potentially doing wrong in the international market, particularly in the United States, and how it can recalibrate for future success.

The Rise of telugu cinema in the US: A Golden Era of Hype and Hope

Over the last decade, telugu cinema has witnessed an unprecedented rise in popularity across the globe, particularly in the United States. Films like Baahubali (both parts), RRR, and Karthikeya 2 broke records and demonstrated that the telugu film industry could produce global blockbusters. The industry’s increasing clout was evident when stars like Prabhas, Jr. NTR, and Ram Charan became household names, with even Western audiences discovering their films through streaming platforms and social media buzz.

However, despite the industry's high-profile international reach, certain telugu films have seen their box-office performance stagnate or falter in key international markets, particularly in the US.

What Went Wrong? The Fault Lines in telugu Cinema’s Approach to the US Market

1. Over-Reliance on Star Power Over Content

One of the most glaring problems facing telugu cinema’s box-office struggles in the US is the over-reliance on star power and commercial formulas over innovative content. While star-studded casts and massive marketing campaigns create buzz, many films lack substance and fresh storytelling.

· Formulaic Storytelling: telugu cinema has often fallen into a trap of formulaic filmmaking, relying on action-packed sequences, romantic subplots, and dance numbers to cater to audiences. This predictable approach fails to captivate the growing audience in the US who are increasingly drawn to films with emotional depth, complexity, and novelty.

· Disconnection with the Global Audience: While films like Baahubali and RRR had universal appeal, many others fail to connect with viewers outside india due to outdated narratives, lack of relatable characters, and cultural references that don’t resonate with the international audience. Western audiences, in particular, are now more likely to gravitate toward films that offer rich storytelling, character development, and deeper meanings. Simply having a famous lead actor is no longer enough.

2. Subpar Cinematic Quality and Budget Mismanagement

While telugu cinema has often boasted of impressive budgets, especially in big-ticket projects, it has sometimes failed to deliver the high-end cinematic quality expected from these films.

· VFX and Production Quality: In the age of global cinema, films are expected to compete at a global level in terms of visual effects, sound design, and overall production values. While movies like RRR and Baahubali succeeded in this area, several recent telugu films have been criticized for lackluster VFX, poor editing, and overall unpolished production. This is a key factor in the US, where audiences are accustomed to international standards of filmmaking.

· Mismatch Between Budget and Execution: telugu cinema has a tendency to over-hype its productions, spending large sums on promotion but failing to deliver when it comes to the final product. The gap between budget and execution often leads to disillusionment, especially among the international audience who are increasingly discerning and less tolerant of superficial spectacle.

3. Inconsistent Storytelling Across Genres

Telugu cinema often plays it safe by sticking to the same genres, primarily action, romance, and mass entertainers. While these genres work within the domestic market, the lack of genre diversity is becoming a barrier to international appeal, particularly in the US.

· Limited Appeal to Non-Telugu Audiences: Most telugu films cater primarily to Telugu-speaking audiences, which means that many movies don’t cater to international tastes. For a global audience, including those in the US, films need to tap into universal themes like love, struggle, ambition, and identity in innovative ways. Movies that experiment with genre — be it thriller, horror, or social drama — are more likely to strike a chord with international audiences. But telugu cinema has been slow to explore these genres with originality and depth.

· Missed Opportunities in Emotional and Story-Driven Cinema: international audiences, especially in the West, gravitate toward films that are rooted in strong emotional storytelling, which may not always involve high-octane action or exaggerated drama. telugu cinema has often neglected these types of nuanced, character-driven stories, which may be one reason why it’s struggling to maintain its dominance in the US market.

4. Lack of Focus on Global Distribution and Marketing

The lack of a strategic marketing and distribution approach to the US market is another contributing factor to telugu cinema's underperformance. Big-ticket films tend to be promoted heavily in india, but the global reach and appeal of these films are often an afterthought.

· Localized Marketing Failures: Films need to be marketed in a way that appeals to international sensibilities. telugu cinema has sometimes failed to understand how to promote its films in the US, relying on language and cultural barriers that don't appeal to non-Telugu-speaking audiences. Furthermore, films aren't always equipped with effective subtitles or dubs, which limits their audience.

· Neglecting the wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW">digital Age: With streaming platforms like Netflix, amazon Prime, and Disney+Hotstar dominating the international market, telugu cinema must adopt a global distribution strategy that targets international markets. Several movies, while successful in theaters in india, fail to capture attention overseas due to limited wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW">digital distribution and promotion.

5. Overreliance on the festival Circuit and Niche Audiences

Although telugu films have been gaining some traction at international film festivals and niche circuits, the focus on these avenues over mainstream global reach is limiting. While niche audiences do provide a dedicated fanbase, they are not enough to drive box office success.

· Festival Over-Emphasis: telugu cinema has, at times, focused more on trying to impress critics and film festival juries rather than on mass appeal. The US box office, however, demands films that can entertain and appeal to a wide audience, not just a select group of festival-goers.

How Can telugu cinema Recalibrate?

1. Focus on Universal, Compelling Storytelling

The most immediate change required for telugu cinema to succeed internationally is a shift toward universal, engaging narratives that transcend cultural barriers. This involves creating films that are rooted in powerful emotional experiences and strong, relatable characters, even in the context of action or drama. Films like RRR achieved success because they told an emotional, universal story of resistance and identity.

2. Invest in Global-Standard Cinematography

To compete with international cinema, telugu filmmakers need to invest more heavily in high-quality production, including advanced VFX, better editing, and overall film aesthetics. Films must compete at the global level in terms of their technical quality.

3. Innovate Across Genres

Telugu cinema should diversify its genre offerings, focusing on not just action-packed masala films but also exploring thrillers, science fiction, romance, and social dramas that can resonate with audiences worldwide.

4. Prioritize Global Distribution and wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW">digital Platforms

Finally, telugu cinema needs to rethink its distribution strategies, ensuring that films are streamlined for global audiences with proper localization, including high-quality dubs and subtitles. A more strategic approach to digital platforms can also help films reach wider audiences across the US and the world.

Conclusion: The Path Forward for telugu cinema in the US

While telugu cinema has made significant strides in global markets, including the US, there are clear hurdles to overcome. To maintain its reputation and continue to grow in overseas markets, particularly in the US, the industry must evolve in terms of storytelling, production values, marketing, and distribution strategies. By addressing these issues, telugu cinema can reclaim its dominance in the international box office, ensuring its continued success in a rapidly changing entertainment landscape.

 

Disclaimer:

The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any agency, organization, employer, or company. All information provided is for general informational purposes only. While every effort has been made to ensure accuracy, we make no representations or warranties of any kind, express or implied, about the completeness, reliability, or suitability of the information contained herein. Readers are advised to verify facts and seek professional advice where necessary. Any reliance placed on such information is strictly at the reader’s own risk.