The landscape for Telugu producers working with tier-2 heroes has grown more challenging in recent times. With OTT platforms now becoming selective and less willing to pay high prices, producers can’t depend on guaranteed streaming revenue.
Theatrically, many tier-2 films are struggling to achieve even modest returns. This financial uncertainty is leading to significant losses for producers, and as a result, numerous films are getting shelved despite substantial investments.
In this climate, Dulquer Salmaan stands out as a promising alternative for Telugu producers. His pan-Indian popularity, spanning Telugu, Tamil, and his native Malayalam audiences, gives him a significant edge. This cross-language appeal makes it easier for producers to secure favorable OTT deals, as Dulquer’s movies tend to draw viewers across the country.
A recent example of this phenomenon is his film Lucky Bhaskar. While it may not have performed as expected in the Telugu market, it has achieved impressive worldwide numbers, approaching a 100 crore gross—a milestone that few tier-2 heroes manage to reach. Dulquer’s reach in multiple South Indian languages allows his films to thrive even if one market falls short; the success in other regions often compensates.
For these reasons, Telugu producers are increasingly leaning towards Dulquer, recognizing that his wide-ranging popularity offers more security than relying solely on tier-2 heroes within the Telugu industry. This shift reflects a strategic move towards more stable, pan-regional appeal in an unpredictable market.
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