Ad-spend cut, Guild to shut shop: Producers

Members of Telugu Film Producers Council claim that their rival body-Guild is losing its relevance with top producers cutting down on their ad-spend by almost half due to miserable flops and avoiding post-release advertisements after scathing reviews denting opening collections.

"The 20-odd top producers boasted of cutting down on ad- spend and attracted 50-odd producers but now with producers unwilling to spend money post-release with scathing reviews affecting openings from matinee show on the first day, the scene is reversed now.

For example, a producer who used to spend Rs 2 crore on ads is now shelling out just Rs 1 crore," says producer K Venkateswar Rao, who feels that producers will return to Telugu Film Producers Council as it offers more benefits to its members than just saving some ad money.

"A top news channel almost signed a deal with Producers Council because they were losing ad revenue from 50-odd small films every year and another entertainment channel was unwilling share its feed with news channels, hence things are moving towards more established and recognized body," he adds.

It may be recalled that newly-formed Guild, formerly known as Associated Producers of Telugu LLP established four years ago, has tied up with few top-rated TV channels but the balance of power is going to shift back to Telugu Film Producers Council.

"Guild is running on the names of few big names like Suresh Babu, Allu Arvind, Dil Raju and Bogavalli Prasad and 15-others but can't offer more benefits to its members.

It neither has the authority to intervene in the disputes between producers and cine workers nor can approach State or Central governments with requests for sops.

It is slowly turning out to be a tussle between a well-built body and an amateur fighter and result of the bout looks to be a forgone conclusion," says producer CN Rao sarcastically.

No doubt, the Guild is bound to go down the hill since it is meant to protect the interest of few rich individuals because the profits earned by Guild are going into just few pockets, alleges producer Nayeemuddin.

"They often try to bifurcate producers as 'active' and 'inactive'. For instance, few producers who were active few years ago are not making films now for various reasons, so do they have to forgo their rights from the Council, that would be daft argument," he adds.

In the 1,200-odd members body, a permanent member is a producer forever and he is entitled to all benefits including insurance, housing and other welfare benefits, concludes producer Narasimha Rao.