Paid premieres have become a growing trend in Tollywood. They offer filmmakers an opportunity to generate additional revenue through premium ticket pricing. More importantly, if the film receives a positive response, the early shows can create word of mouth even before the first day officially begins in the Telugu states.
In recent years, films across budgets have started opting for paid premieres to get audiences into theatres early and build momentum around the release. A strong response from these shows can significantly boost the opening-day collections.
However, paid premieres can also backfire when the product does not live up to expectations. They can be particularly risky for films that depend heavily on twists, suspense and surprise elements.
The team of Ravi Teja’s Irumudi has therefore decided against holding paid premieres in India. The film is a thriller, and director Shiva Nirvana reportedly feels that revealing its key twists or major suspense elements before the regular release could reduce the impact for audiences watching the film from Friday.
There is another growing concern as well. With some moviegoers recording scenes and sharing clips on social media, early premieres can inadvertently lead to major spoilers spreading online within hours.
The makers have consequently chosen the safer route and will release Irumudi in theatres on the traditional Friday without paid premieres in India.
It is an interesting decision at a time when paid premieres have almost become a standard strategy for several Telugu releases. While they can provide an early financial boost and help generate word of mouth, Irumudi is betting that protecting the mystery is more important than getting an extra day of business.
The film is releasing this week on August 21 and also stars Priya Bhavani Shankar, with Mythri Movie Makers backing the project.
