Bethlehem struggles in Telugu market
Mamitha Baiju and Nivin Pauly’s Bethlehem Kudumba Unit has become a sensational success in Kerala and overseas. The film is reportedly heading towards the Rs. 300 crores worldwide gross mark. But in the Telugu states, the story is completely different.
Despite its Telugu release on September 4, Bethlehem Kudumba Unit has failed in Andhra Pradesh and Telangana.
The Malayalam version was released in selected areas of the Telugu states but had limited screens. After two weeks, it reportedly collected only around Rs. 50 lakhs gross. The Telugu version arrived in the third week with bigger expectations, but the response remained weak.
The Telugu version reportedly collected Rs. 45 lakhs on day one, followed by Rs. 70 lakhs and Rs. 80 lakhs on the next two days. The fourth day saw a sharp drop, taking the Telugu version to around Rs. 2.5 crores gross in four days.
The release strategy also hurt the film badly. Because of a four-week OTT window policy, top chains such as PVR and INOX reportedly did not screen the Telugu version initially. This badly affected its reach. The title also failed to create much interest among Telugu audiences.
Interestingly, Mythri Movie Makers handled the distribution on a safe deal. The company reportedly only covered print and publicity costs along with a 10% commission. So, despite the poor box office, the distributor is not expected to face a major loss.
A film can become a massive blockbuster in Kerala and overseas but struggle badly in Andhra Pradesh and Telangana. Bethlehem Kudumba Unit once again shows that strong content and positive word of mouth alone cannot guarantee success for dubbed films in the Telugu market. The film may be creating history elsewhere, but in the Telugu states, it has turned into a massive disappointment.
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