The ongoing debate between SVC (Sri Venkateswara Creations), Asian Cinemas, and Mythri Movie Makers over the rental and percentage-sharing system has escalated beyond a simple exhibitor-producer issue into a direct clash between major industry players.
Mythri’s Dominance in Upcoming Tier-1 Films
A look at the upcoming lineup of Tier-1 star films clearly shows Mythri’s dominant presence in the Telugu film market:
| Project | Production Status |
|---|---|
| Peddi | Produced by Mythri Movie Makers |
| NTRNeel | Produced by Mythri Movie Makers |
| Fauzi | Produced by Mythri Movie Makers |
| Varanasi | Mythri in advanced talks for Telugu states theatrical rights |
| Raaka | Mythri in advanced talks for Telugu states theatrical rights |
Apart from these projects, Mythri has also locked several big films with almost every major Telugu star. Because of this, many within the industry feel that the current pressure from the SVC Group and its allies is indirectly targeting large production houses, especially Mythri, creating unfavorable conditions for the release of big-budget films.
The Exhibitors’ Perspective
Exhibitors including Asian Cinemas and others raising concerns about the existing rental system are not entirely wrong. Several of their arguments carry genuine weight, especially regarding sustainability and revenue sharing for theatres.
Mythri's Ravi Shankar has previously opposed the sudden shift to a percentage system in Telangana, calling for proper discussions between all stakeholders.
However, many believe that an immediate and drastic shift in the system may not be the ideal solution. The debate has now reached a stage where industry politics and business interests are becoming equally visible alongside the actual issue.
The Key Question
One major question now being discussed across trade circles is: would the exhibitors who secured theatrical rights for big films like Varanasi, Spirit, and Raaka maintain the same stand on the current system if they were in the producer’s position?
The situation highlights how the Telugu film industry’s distribution landscape is being reshaped not just by business models, but by power equations between major production houses and exhibition chains.