Tollywood Mass Cinema Trend: OTT Influence, Violence and Changing Audience Taste

Cinema is a powerful form of expression. It is the responsibility of actors and filmmakers either to entertain viewers or convey a meaningful idea. While it is not mandatory for films to promote social good, they should at least avoid causing harm. However, this balance appears to have shifted in recent years. Many films now rely heavily on crude personal conversations. Is the intention to normalize such content among audiences, or is there another purpose behind this creative choice?

Earlier, Telugu cinema followed a more structured approach. Family-oriented stories and lighthearted comedies were released regularly, encouraging audiences to visit theaters together. That pattern remained steady for years. However, the rise of lockdowns and OTT platforms has altered viewing habits. It is still uncertain whether this change is permanent or if filmmakers are merely adjusting to temporary circumstances.

OTT platforms operate without the strict censorship applied to theatrical releases. As a result, creators have the freedom to include explicit dialogues and bold visuals. This creative liberty has contributed to the massive popularity of series like Mirzapur, which revolves around an intense storyline but is also packed with extreme violence and explicit language. Audiences who enjoy such content embraced it, while others simply ignored it. Although OTT productions and films were once distinct, the gap between them is now rapidly closing.

In March this year, actor Nani released an announcement video for his film The Paradise. Viewers were impressed by the visuals and background score, but the inclusion of a profane word at the end surprised many. While it remains unclear at what point the word appears in the film, several questioned whether it was appropriate to include it in promotional material.

Similarly, Vijay Deverakonda unveiled the title teaser of his upcoming project Rowdy Janardhana, which concluded with scenes of violence and bloodshed. These elements added to the growing debate around the direction of mass cinema.

In the name of portraying Telangana culture, some filmmakers frequently depict substance abuse and aggressive behavior. This approach is increasingly visible in mass-oriented films. Earlier examples include Arjun Reddy, as well as the raw and confrontational dialogues in Falaknuma Das starring Vishwak Sen. Considering all these trends, it appears that Tollywood directors are gradually conditioning audiences to accept excessive profanity and violence as standard cinematic elements.