The news that top producer Dil Raju has acquired the Telugu states distribution rights of Yash’s Toxic has become a hot topic in Tollywood trade circles. Reports claim that Dil Raju invested nearly Rs. 120 crores for these rights. However, many industry insiders find this figure hard to believe and feel that this number was floated mainly to create hype around the project. The real figure is believed to be somewhere around Rs. 40- 45 crores.
The attempts to create false hype are understandable because Toxic faces stiff competition. Around the same time, Dhurandhar 2, which already has terrific buzz in the Telugu states, is set to release. Within a week of that, Ustaad Bhagat Singh, starring Pawan Kalyan, will hit theatres. Investing such a huge amount in this crowded release window is not a small risk.
Even if Toxic gets very positive word of mouth, recovering such a massive investment would still be extremely difficult. Even a most anticipated film like KGF Chapter 2 did not collect a Rs. 100-crore share in the Telugu states. Expecting Rs. 120 crores from Toxic, which does not carry such big hype, sounds laughable and downright unrealistic.
Leaving aside the exact price of the Toxic rights, theatre allocation in the last week of March is expected to become a major headache. On March 19, both Dhurandhar 2 and Toxic are likely to release. Theatres in the Telugu states may get split between the two films. Since Dil Raju has strong control over theatres, Toxic could secure more screens initially.
The bigger question arises in the following week, when Ustaad Bhagat Singh releases. Ustaad Bhagat Singh is produced by Mythri Movie Makers, which has a recent history of distribution conflicts with Dil Raju’s Sri Venkateswara Creations. Similar issues were seen during Sankranti, when Prabhas’ Raja Saab faced problems related to screen allocation.
Because of this, there is concern about whether Ustaad Bhagat Singh will get enough screens in key territories like Nizam and Vizag. Most premium theatres are under Dil Raju’s influence. If Toxic continues strongly into its second week, it could reduce screen availability for Pawan Kalyan’s film.
If the issue escalates and reaches Pawan Kalyan directly, Dil Raju could face serious trouble. Dil Raju has always been a self-confessed fan of Pawan Kalyan. He fulfilled his longtime dream of working with Pawan through Vakeel Saab and hopes to collaborate again in the future. If Ustaad Bhagat Singh suffers due to theatre issues linked to Dil Raju, it could damage his relationship with the Power Star and close doors permanently.
For now, Mythri Movie Makers seems to have Pawan Kalyan himself as a strong protective shield. This makes the upcoming weeks extremely sensitive in Tollywood’s distribution and exhibition space.
