The theatrical business in Telugu cinema has entered a rough phase. After the Sankranthi 2026 releases such as Mana Shankara Vara Prasad, Anaganaga Oka Raju, and Nari Nari Naduma Murari, none of the films managed to generate significant profits at the box office.
Even before that, big-budget projects like Akhanda 2 ended up as major disappointments.
February 2026, in particular, turned out to be extremely dull for theatres. Producers and distributors have reportedly concluded that early OTT premieres are severely impacting theatrical revenues.
Audiences appear reluctant to visit cinemas unless a film carries massive hype or features a major star.
In response, industry insiders are considering adopting the Bollywood model, under which films usually arrive on OTT platforms only after an eight-week theatrical window.
The Telugu film industry is now planning to implement a similar strategy in an attempt to revive theatre footfalls.
However, a major challenge remains. OTT platforms may not be willing to pay premium prices if producers strictly enforce the eight-week window, creating a fresh dilemma for filmmakers.
