Telugu Films Poor Show in Tamil Nadu Due to Weak Content, Says Producer Keyaar

Reacting to this trend, Tamil producer Keyaar dismissed the idea of regional bias, instead pointing to weak content as the primary reason for the underwhelming performance. “Tamil audiences are not biased against Telugu films,” he clarified. “The issue is content. I watched HIT 3, and it relied too heavily on action without a strong narrative. Films like this lack emotional depth, and that’s why they fail to connect.”

Keyaar was especially critical of Kingdom, which, despite controversy, didn’t gain traction. “Tamil audiences have already rejected Kingdom due to its illogical plot and over-the-top action. Controversy couldn't save it, and any remaining buzz around it will die down quickly,” he added.

On Kuberaa, starring Tamil star Dhanush, which reportedly collected ₹8 crore after being sold for ₹22 crore, Keyaar remarked, “Unlike Pichaikaran, which struck an emotional chord, Kuberaa lacked soul. Dhanush’s character didn’t evoke empathy, and despite his strong promotional pitch claiming it was one of his finest roles, the audience felt otherwise, Even Pawan Kalyan couldn't pull in crowds in Tamil due to dated content.”

He urged Telugu filmmakers to move away from the one-size-fits-all pan-India formula and instead focus on rooted, emotionally-driven stories. “Lavish spending isn’t enough. Without a good script, it’s bound to fail. Take Thammudu for instance—it had a contrived plot and didn’t appeal to Tamil viewers. On the other hand, a film like Saiyaara worked wonders. Cinema transcends language and regional boundaries when the story is genuine.”

Kaayaar also cited the success of Tamil films in Telugu states, such as Jailer (₹30 crore), Leo (₹20 crore), and the upcoming Coolie, which has already been sold for ₹50 crore. “Stars like Rajinikanth and Vijay enjoy strong markets in the Telugu states. For Telugu actors to gain similar traction here in Tamil Nadu, their films must offer relatable and engaging stories,” he said.

Countering the argument, a leading Telugu distributor commented, “Telugu audiences are more open-minded—they support Tamil, Hindi, and even Malayalam films if the content is solid. But Tamil audiences tend to be more conservative and selective.”

He also pointed out that Tamil actors like Suriya, Karthi, Dhanush, and Vikram have a consistent and growing market in the Telugu states, ranging between ₹5 to ₹15 crore. “In contrast, Telugu superstars like Mahesh Babu, Allu Arjun, Jr. NTR, and Ram Charan haven’t yet built a stable or sizable market in Tamil Nadu since Tamil audience are bit biased,” he concludes.