In its first weekend, Akhanda 2 performed decently based on its talk but stayed far below its pre release business. Beyond box office numbers, the film has created ripple effects that are now impacting major Sankranthi releases.
The film triggered confusion around special premieres and ticket price hikes planned for the Sankranthi season. Producers were selling films at unusually high prices citing premieres and hikes, but the High Court’s stand has put those plans under serious doubt.
Akhanda 2 received temporary relief after securing a stay from the Division Bench. However, if the court delivers a final verdict before Sankranthi, the situation will turn difficult for films depending on hikes and premiere shows.
Cinematography Minister Komatireddy Venkat Reddy has announced that there will be no ticket hikes or special premieres going forward. This decision creates a major challenge for Raja Saab and Mana Shankara Vara Prasad Garu, especially in the Nizam market.
Beyond policy issues, market conditions remain worrying. In most territories, there are only one or two buyers. A large portion of buyer money is currently stuck in Akhanda 2.
Exhibitors usually send advances to distributors, who then pass payments to producers. With multiple releases scheduled for Sankranthi, exhibitors feel no urgency. Many are also struggling with blocked funds from Akhanda 2.
Because of this, exhibitors may prefer screening smaller films like Anaganaga Oka Raju, Bhartha Mahasayulaku Vignpathi, and Nari Nari Naduma Murari for steady returns. Interest in high budget big releases has reduced.
Distributors may now need to arrange funds from their own resources to meet producer commitments. This is not easy in the current climate. As a result, Sankranthi releases like Raja Saab and Mana Shankara Varaprasad Garu face a tough road while targeting big numbers.
