Dream merchants script themselves a new role

New age director Surender Reddy by opening his restaurant 'Ulavacharu' in Gachibowli and it caught the attention of people since it was inaugurated by biggies like TRS MP Kavitha and hotshot star Ram Charan Tej. “Surender Reddy personally spent time to ensure perfect ambience, artefacts, wall hangings, etc., to provide a swanky experience for foodies,” says a source, close to the director. He invariably joins the bandwagon of other seasoned directors who are looking to expand their brand equity in T-town.

Earlier, it was veteran director K Raghavendra Rao, followed by V V Vinayak and Teja who established theatres in Hyderabad and Visakhapatnam and minting money big time. Veteran director K Raghavendra Rao established ‘Cinemax’ in Hyderabad and paved the way for his predecessors , followed Vinayak’s ‘V Complex’ and Teja’s ‘Rama Talkies’ have become favourite zone for movie buffs.

According to sources, Vinayak is all set to establish another multiplex theatre in Hyderabad. “It is true that director Vinayak has plans to expand his business in Hyderabad and looking for a land in Madhapur, but nothing is finalised yet,’ says a source, close to the director of hits like ‘Tagore’ and ‘Khaidi No 150’. Even director Teja who returned with a bang with ‘Nene Raju Nene Mantri’ is also making money in Rama Talkies.

“It is kind of an expansion of our brand equity since we filmmakers also like to invest our hard-earning earnings. As I don’t know much about other businesses, I preferred to park my money in a theatre because it is my familiar zone. As I can judge a film will be a hit or flop and release the film accordingly. Directors have become a house-hold name and many viewers come to our theatres on that basis too,” he points out.

Another young director Prem Raj of ‘Saranam Gacchami’ fame’ is also planning to establish in TS. “I am joining my friend but it will take some time, before we start it,’ he adds.

Summing up the trend, director Krish says “Earlier directors and playback singers used to invest their money in recording theatres or dubbing studios, but now they are putting their money in theatres and restaurants. With cinema and food considered safe businesses, I think they have made a wise decision. Of course, their brand value will attract more crowds,’ he concludes.