This month, Allu Arjun’s controversy and Pushpa 2's success have dominated media columns.
The controversy has sparked significant changes for the industry, with potential long-term impacts.
First, the government has tightened its stance, banning chaotic premieres and benefit shows.
Even pre-release events for star heroes with massive fanbases may now be limited to closed venues with restricted attendance.
While benefit shows were originally intended for noble causes, most such screenings today only enrich heroes and producers than anybody else.
Exhibitors, however, are welcoming the ban on such shows and ticket rate hikes, viewing it as positive for the industry.
On the other hand, Pushpa 2's bumper success has set a new benchmark for Pan-India films, favoring raw, rustic storytelling with villainous undertones, extravagant songs, and exaggerated heroics.
This trend is reshaping Telugu cinema, pushing traditional storytelling aside.
Producers are chasing Hindi market success, prioritizing action and entertainment over story, logic, or even decency.
Pushpa 3 is expected to follow the same template, and as North Indian tastes dictate, cinema risks becoming even more commercialized and formulaic.
Tollywood may have to be braced for the impact of more rustic films down the line surpassing Pushpa 2.