What is the yardstick for measuring a success in Film Industry? In Tollywood, it is collections and not the packaging of film or the good talk. In the show of one up man ship, ‘Dookudu’ team claimed the film to be a super hit in industry as it has grossed over Rs.100 Crores and media went agog harping only on collection figures setting aside the acting skills, story line or the direction and technical values.

Sad part of our Tollywood is people bother only about collections or say openings to measure the success of any film and not other elements. Cinema has become a pure mercantile proposition, not that film industry should turn into a charity house but creativity is killed by all means to promote a person (say hero) and commercials are the only thing talked about. The only target before ‘Dookudu’ was to surpass the previous best ‘Magadheera’ and obviously publicity went on those lines. In fact there was no one speaking on quality of film. 

Back to the present week, ‘sri rama rajyam’ has got a good talk but collections are on the lower side. So, industry wags say we cannot call it a hit. What a pity? When other commercial films had good openings so they are a hit irrespective of the quality elements the picture has. Movie analysts say that ‘sri rama rajyam’ is far more superior in quality and content that ‘Dookudu,’ then why do not we call it a hit? Indeed, creativity should be honored and it should not revolve round the commercial web.