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What is the Multiplex effect on Tollywood?

It depends on whom you are asking. Bollywood has a separate genre called Multiplex movies. “Cheeni Kum” and “Bheja Fry” are but two examples. Closer home in Tollywood, directors like Sekhar Kammula and Ravi Babu love these multiplexes. Their feel good movies get maximum response here. That does not mean the likes of Srinu Vaitla and Puri have any less love for the Multiplex crowd. Multiplex cash registers ring for them too. Multiplexes, not too long ago were an urban phenomena. Not anymore. Towns like Vizag, Nellore and Vijayawada have their own flavor of multiplexes. Distributors in small towns no longer hesitate to chance their luck with movies like “Nuvvila” (directed by Ravi Babu). The small multiplexes with their dedicated clientele have proved a perfect venue to screen these feel-good flicks with debut actors. The fact that the multiplexes have less number of seats is offset by the fact that they charge at least 3 times the fare that conventional theatres charge. This is a big boost to distributors share. What’s more multiplexes have the facility to squeeze in more number of screens and shows.

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