After all, cinema is show business! So, the film fraternity always plans to make everything of the movie into news, a show and creates a virtual craze among the audience with all the necessary inputs. They will give higher importance to make hype and hooplah with all the masala build-up starting from the movie's announcement to the release. Of course, this may be a marketing strategy! It is interesting to note that, all this hype is undoubtedly succeeding in pulling the attention of the audience but the question is, how many of these much hyped movies can be in a position to meet the expectations of the public? The experience of Telugu cinemas in 2007 resurfaces the same quest now!

In general, Telugu cinema is a mainstream cinema and famous for bigger-than-life starcast, lavish settings, foreign locations, high technical equipment, mega-budgets and everything but the main missing thing is the right story. The same thing was reaffirmed in this year too. The year 2007 have seen around 80 straight movies while 57 are from dubbing! Telugu filmdom is having the significance of boasting of the second largest film producing language in the country in number. But to count on the success of the movies on realistic base, a dismal disappointment will naturally come as the result. As per the trade reports, it is revealed that, most of the much hyped, much-publicised movies have fall flat, inspite of all the fan-following, craze, image and the star status of heroes.

The list of flops of this year includes, Atidhi of Mahesh Babu, Yogi of Prabhas, Maharathi of Balakrishna, Shankardada Zindabad of Chiranjeevi, Don of Nagarjuna, Vijayadashami of Kalyan ram, Jagadam of Ram. The films which were made an average business includes, Chirutha of debutante Charan Tej, Chandamama of Krishnavamshi, Evadaite Naakenti of Rajashekhar, Aata of Siddhartha, Dubai Sheenu of Ravi Teja, Munna of Prabhas and Tulasi of Venkatesh!  

The year is very significant year as the veteran stars of Tollywood like Chiranjeevi, Nagarjuna, Balakrishna have failed to churn out a single hit to their credit except Venkatesh, .whose movie Aadavari Maatalku Arthalu Verule is a far-away story from the beaten track of these top heroes. The other heroes' movies are totally made on the fantasy of their image only. Here, it is noticeable that, all the fan clubs, press, media and satellite channels are boasting of their success meets, vijaya yatras, collection figures, number of centres,et al. But the reality is very far from the ads and the reports spitted out by the bubbly, giggly anchors of our popular tv channels! 

The other common feature of the year's success meets is that, every personality who spoke on the dais of a film meet, had stated the movie is a super duper hit!(?)

The common statement of the year title can be given to " different cinema"! It can be easily observed on the press meets and launching ceremonies of the movies through the mouths of hero, director, producer. We can find the real difference in the so-called different cinema only when we see the movie on the screen. On contrary to this, it is proved with Happy Days that the audience will give a right verdict to a really different cinema.

However, the year has given an opportunity to retrospect ourselves basing on the hits and flops. It is the right time to think seriously about the cinema as an art and craft on the lines of cinematic grammar added with glamour in Tollywood now!

----------Harikrishna Mamidi