6 days ago
Toxic Replacing Irumudi Triggers Theatre Dispute and Backlash
Many theatres replaced the film Irumudi with another film called Toxic.
This upset some people who wanted to watch Irumudi.
Social media users criticized producer-distributor Dil Raju and shared memes and videos.
Some audiences reportedly protested and asked theatres to show Irumudi again.
About 30 theatres brought Irumudi back later that day.
More theatres may restore it if Toxic ticket sales continue to fall.
Toxic also faced criticism because ticket prices were increased in Telangana and Andhra Pradesh.
The producers of Toxic may compensate Telugu distributors if the film does not reach its agreed earnings target.
Irumudi was reportedly removed from nearly 250 Telugu-state theatres to make way for Yash’s dubbed film Toxic.
Producer-distributor Natti Kumar called the decision unfair, while some audiences reportedly demanded Irumudi screenings.
Around 30 theatres restored Irumudi, and more than 100 others were expected to consider bringing it back.
Toxic faced criticism over higher ticket prices despite an earlier assurance that prices would not be increased.
Toxic reportedly collected about Rs 22 crore on its first day, with roughly Rs 80 crore at stake for Telugu distributors.
- Who
- Ravi Teja’s Irumudi, Yash’s Toxic, producer-distributor Dil Raju, distributor-exhibitor Sirish Reddy, and producer-distributor Natti Kumar are central to the dispute.
- What
- Several theatres reportedly replaced Irumudi with Toxic, prompting audience protests, social-media criticism, and debate over ticket prices.
- Where
- The dispute involved theatres across Telangana and Andhra Pradesh, including one in Mahbubnagar.
- When
- The theatre changes and reported restorations occurred during Toxic’s opening days; exact dates were not stated.
- Why
- Toxic was given additional screens and higher ticket prices, reportedly because about Rs 80 crore was at stake for its Telugu distributors.
Critics of Irumudi’s Replacement
Toxic’s Distribution Interests
Theatre allocation
Critics of Irumudi’s Replacement
Natti Kumar called the removal of Irumudi from nearly 250 theatres unfair, and some audiences reportedly forced a theatre to restore its screening.
Toxic’s Distribution Interests
Toxic’s Telugu dubbing rights had been acquired by Dil Raju, and distributors reportedly had about Rs 80 crore at stake, creating pressure to secure screens and revenue.
Ticket-price increases
Critics of Irumudi’s Replacement
Critics pointed to Sirish Reddy’s earlier assurance that ticket prices would not be increased and criticized the later hikes permitted in Telangana and Andhra Pradesh.
Toxic’s Distribution Interests
The article reports that enhanced prices were used for Toxic, but does not provide a public justification beyond the film’s reported financial stakes.
Audience and box-office response
Critics of Irumudi’s Replacement
Critics highlighted negative reactions to Toxic, including social-media backlash and a reported expected 50% drop after its first day.
Toxic’s Distribution Interests
Toxic reportedly opened with around Rs 22 crore, and possible compensation from KVN Productions and Yash could provide relief to distributors if the film underperforms.
Key facts
- Theatre allocation
- Nearly 250 theatres across the two Telugu states were reportedly allocated to Toxic at Irumudi’s expense.
- Irumudi reported earnings
- Irumudi had reportedly earned Rs 52 crore against an Rs 83 crore gross figure and was projected to approach Rs 200 crore.
- Restored screenings
- Around 30 theatres reportedly restored Irumudi, while more than 100 others were expected to consider doing so.
- Toxic opening
- Toxic reportedly collected around Rs 22 crore on its first day.
- Financial target
- About Rs 80 crore was reportedly at stake for Toxic’s Telugu distributors.
- Ticket prices
- Toxic was released with enhanced ticket prices in Telangana and Andhra Pradesh.
- Possible compensation
- KVN Productions and Yash were reported to be considering compensation for Telugu distributors if Toxic misses its agreed target.
Quotes
Natti Kumar
Producer-distributor commenting on the theatre protests and film replacement
“The film had a good opening, collecting around Rs 22 crore on Day One. But it is likely to drop by around 50 percent on Day Two and may continue to decline, as the film has received more negative than positive comments. We have to see how it performs in the coming days”
deccanchronicle.com
“In a theatre in Mahbubnagar, audiences raised slogans and forced the management to screen Irumudi instead of Toxic”
deccanchronicle.com
Sources
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