Watch: Mythri CEO Cherry Breaks Down Industry Reality

Cherry, CEO of Mythri Movie Makers and producer, shared a detailed insight into the current struggles of the Telugu film industry in a candid interaction with Gulte Pro. He explained how rising costs and falling revenues are creating serious pressure on producers.

He pointed out that production has become far more complex now. With no proper bound scripts and constant changes during shooting, films are getting delayed. Unlike older projects like Yamadonga, which were completed efficiently, today’s films are stretching timelines and budgets.

Cherry also highlighted the sharp fall in non theatrical revenues. He said audio rights have become almost negligible in the last two years, which is a big shift for the industry.

Citing an example, he mentioned Pushpa 2, which earlier fetched around ₹45 crore for music rights. Now, even films with top composers like A R Rahman or Anirudh Ravichander are getting only around ₹20 crore.

He further noted that audience behavior is changing rapidly, with more people preferring OTT over theatres for regular films. According to Cherry, better planning, cost control, and balanced creative freedom are key for the industry to recover and move forward.

For a deeper dive into these insights, watch the full conversation featuring Cherry with Ram Venkat Srikar on Gulte Pro.