Tollywood is facing a challenging phase at the box office this year. Out of nearly 50 Telugu film releases, only a select few have struck gold. While many point fingers at storytelling or star power, one crucial – and often underrated – success factor has emerged: music.
More than ever, it’s the songs that are setting the stage for a film’s success. In an era where digital buzz determines opening numbers, a strong, viral soundtrack has become a powerful promotional weapon.
Music That Moved Masses
Take Sankranthiki Vasthunnam – a surprise blockbuster. While the content clicked with audiences, it was the musical promotion, especially the chartbuster Godari Gattu Paina, that created mass hysteria. The song found its way into reels, rural speakers, and playlists, pulling crowds to the theaters before word-of-mouth took over.
Thandel, starring Naga Chaitanya, may not have reached blockbuster status, but the hype it generated before release – thanks to hits like Bujji Thalli and Hailessa – ensured solid openings. Devi Sri Prasad’s score gave the film a lift that pure marketing couldn’t.
Similarly, Court: State vs A Nobody, produced by Nani, had a standout track – Premalo – which became an anthem among youth, dominating playlists and drawing attention to an otherwise niche courtroom drama.
What’s Missing in the Failures?
The common thread among the films that flopped? Songs with no recall value. Several big-ticket films this year had lavish budgets and A-list stars but lacked musical impact. The music neither resonated with audiences nor helped the film reach them – especially in semi-urban and rural belts.
Why Music Matters More Than Ever
In today’s digital-first promotional landscape, a hit song travels faster and wider than trailers. Songs offer emotional connection, repeat value, and shareability – all crucial in building pre-release buzz. When a song becomes a sensation, it sells the experience of the movie before anyone even steps into a theater.
What Needs to Change
Quality over quantity: Fewer songs, but each crafted with care for melody and mass appeal.
Better rollout strategies: Releasing singles with visual content, live events, and rural radio penetration.
Collaborating with fresh talent: Sometimes, it’s the unexpected voices and composers who bring the magic.
Final Word
Tollywood doesn’t need to reinvent the wheel – just re-embrace its musical roots. Great songs have always been the heartbeat of Telugu cinema. The difference now? They’ve become the first and strongest weapon in a film’s marketing arsenal.
If filmmakers want to see packed theaters again, they need to look beyond star power and scripts – and start listening to what audiences are playing on loop.