If you can't beat' em, join them! An old adage seems to drive a change that seemed impossible before - multiplexes screening ultra-limited-overs cricket. But for Varudu and a few other non-descript movies, Tollywood is bracing for an over-crowded summer while leaving the next few weeks over for IPL - 3 cricket. This means more trouble for Tollywood movies which are reeling under hopeless losses despite heightened creativity. Last year, out of 121 or so movies made, less than a dozen are acclaimed hits. The entire film industry seems to grope around at crawling pace - no multi-starrers, herd-like mentality in coming up with themes (One Ready movie will lead to ten Namo Venkatesa's), burgeoning budgets, astronomical film footage exposed before screening, inability to diversify and build studio films (like Navatha Arts, Bhargav Art productions, Vijaya Productions), and whimsical heroes (Mahesh Babu), heroines (Charmi?) and comedians who quote a third of the movie's budgets besides general all-round apathy for small film producers. Tollywood is at an inflection point (which we will discuss later) and the IPL season is just an excuse for Tollywood to mull over where its going.
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