Producer Dheeraj Mogilineni put considerable effort into promoting Summer Holidays, a small film led by two kids. With the children playing the main roles, he took on most of the promotional activity himself.
He gave several video interviews, discussed OTT and theatre trends, and tried to keep the film in the news. The effort was visible. But his latest speech raises a question: why blame the audience when your own effort doesn’t bring people to theatres?
On stage, Dheeraj played a clip of a YouTuber recommending Tamil films Baththa and Dorothy. He then said, “మీకు పక్కింటి కూరే (కర్రీ) నచ్చుతుంది,” suggesting that audiences appreciate films from elsewhere while ignoring their own.
While asking people to encourage small Telugu films, he also used the word “తెలుగు లో తీస్తే ఎవడూ రాడు.” That sounded disrespectful towards the very audience he wants to bring to theatres.
Small films work for several reasons, with word of mouth being a major factor. A sincere attempt needs to connect strongly enough for viewers to recommend it to others. Good intentions alone cannot make that happen. An average film won’t bring audiences to theaters, your film needs to make a strong impact.
If Summer Holidays isn’t getting that push, the first question should be whether the film generated enough enthusiasm among those who watched it. Did they like it enough to convince someone else to buy a ticket?
The second question is about the promotion. Producer of the film Dheeraj Mogilineni gave interviews and spoke extensively about the film, but did those conversations create interest in watching it on the big screen?
These are the two areas worth checking before pointing fingers at audiences.
Making and releasing a small film takes effort. It is understandable that a producer feels disappointed when people don’t turn up. But that disappointment cannot become an accusation against the audience.
Sadly, Dheeraj is another producer taking that route. Asking why people did not connect with his film would be far more useful than questioning their taste.
