Introduction
The Telugu movie industry, known as Tollywood, is usually about big stars, big shows, and big stories. But as viewers change and look for new kinds of stories, box office results show that people now like movies with strong content. In the summer of 2025, this change was clear with two different movies, Family Star and Tillu Square. Even though both movies were expected to do well and had big promotions, they ended up having different results at the box office. This issue of Cinema Insight looks at what worked, what didn’t, and what these changes mean for the future of Tollywood.
Family Star: High Expectations, Modest Returns
Starring: Vijay Deverakonda
Genre: Action-Romance-Drama
Director: Parasuram Petla
Box Office Performance:
- Opening Day Collection: ₹5.75 crore
- First Week Gross: ₹17.10 crore
- Total Worldwide Gross: ₹31.25 crore
- Budget: ₹100 crore
- Box Office Verdict: Flop
Plot Overview:
Family Star tells the story of a middle-class man trying to balance his personal and professional life while navigating family expectations and romantic complications. Despite its emotional undertones and some well-crafted moments, the film failed to create a lasting impact.
Critical Reception: Critics were lukewarm. While Vijay Deverakonda‘s performance was praised, the screenplay was seen as predictable and outdated. Attempts at humor and emotional drama lacked originality, leaving audiences disengaged.
Marketing and Promotions:
The film had a high-decibel promotional campaign, including television appearances, social media buzz, and pre-release events. However, marketing could not compensate for weak word-of-mouth and mixed reviews post-release.
Audience Reaction: Many fans expressed disappointment over social media, citing the lack of novelty. Another routine drama, read one popular tweet, while others lamented the underwhelming screenplay despite a strong cast.
Story:
Govardhan (Vijay Deverakonda) is a builder with a simple life, working hard to help his brothers and their families. When Indu (Mrunal Thakur), a student, moves into his house as a tenant, his life changes greatly. Everything seems good until Govardhan finds out a surprising secret from Indu. Who is she, and how does she connect to his life? The answers come as the story moves forward and must be seen in the cinema.
Plus Points:
Vijay Deverakonda excels as a middle-class man, portraying the behaviours and habits that are typical for that demographic. His work in family scenes is strong.
Mrunal Thakur does well as Indu, showing the changes in her character well, both before and after the break. The main pair’s on-screen bond adds charm to the story.
The songs are nicely made and look good on the big screen. Also, bits of comedy here and there make it more fun to watch.
Minus Points:
One would expect strong emotional scenes in this genre, but the movie doesn’t deliver them well. Despite Dil Raju saying it’s a strong love story, it doesn’t stick with you.
The film could be deeper, emotionally, but it mostly isn’t. Parasuram Petla doesn’t focus enough on the screenplay, making some parts drag on.
The songs are put in odd places, and Gopi Sundar’s music doesn’t add much. The second half isn’t as good as the first, and some parts make it less enjoyable to watch.
The humor doesn’t work well, and Vennela Kishore’s talent isn’t used properly. Jagapathi Babu doesn’t get much time on screen, and other characters aren’t around much either. The script also has some gaps.
Tillu Square: Content Triumphs Over Star Power
Starring: Siddhu Jonnalagadda
Genre: Comedy-Crime-Romance
Director: Mallik Ram
Box Office Performance:
- Opening Weekend Collection: ₹38.05 crore
- Total Worldwide Gross: ₹120.65 crore
- Budget: ₹40 crore
- Box Office Verdict: Super Hit
Tillu Square keeps following the quirky DJ Tillu‘s story, mixing humor, chaos, and smart scripts.It delivers on entertainment with a crisp narrative, engaging plot twists, and quirky dialogues.
Critical Reception:
Critics lauded the film for its fresh tone, fast-paced storytelling, and humorous screenplay. Siddhu’s performance received particular praise for its spontaneity and relatability.
Marketing and Promotions: Unlike the massive promotional blitz of Family Star, Tillu Square took a more organic route, relying heavily on trailers, teasers, and digital platforms. The memes and social media engagement before release created a strong connection with younger audiences.
Audience Reaction: Word-of-mouth played a crucial role. Viewers appreciated the film’s humor, soundtrack, and tight runtime. Social media was filled with clips, fan edits, and quotes from the film, sustaining buzz weeks after release.
Story:
With lots of money, Tillu (Siddhu Jonnalagadda) starts organizing events. He remains the same in his approach and style, and quickly falls for Lilly (Anupama Parameswaran). He tries to win her heart as soon as he meets her, but soon finds himself in a big problem. The story unfolds his journey to get out of this trouble.
Plus Points:
Movies like DJ Tillu and Tillu Square really depend on how well the main character is shown, and it’s a big task for the creators to nail this part. Tillu is a character that really connected with the viewers, and it’s not easy to bring back that same spark. However, the team did a great job.
The whole film is all about Siddhu and there’s no doubt about it. He is the core of the Tillu series, and the audience will have a great time watching him. Right from the start, Siddhu catches our eye with his jokes, movements, and funny faces. Siddhu has done an amazing job with his timing in comedy.
Minus Points:
The next part starts right after the first one finished. After a smooth start, the pace slows down a bit in the first hour. The romantic plot is filled with jokes. Some hit the target, while others miss the mark. There’s a bit of a drag in the story’s progress in the first half.
As said before, movies like Tillu Square pay more attention to the people in the story than the actual story itself. Those expecting a strong storyline might be a bit let down. Some scenes might feel familiar, as the story doesn’t differ much from the first part. The handling of certain aspects seems silly. Murali Sharma’s role is brief, and the last twist feels pushed.
Comparative Analysis
1. Narrative Style and Execution
- Family Star attempted a generic family drama formula but struggled with dated tropes.
- Tillu Square embraced bold, character-centric storytelling, backed by crisp writing.
2. Return on Investment (ROI)
- Family Star earned less than one-third of its investment.
- Tillu Square tripled its budget, proving the strength of smart budgeting and innovative content.
3. Target Audience and Demographics
- Family Star aimed at a broad, traditional audience but failed to excite younger viewers.
- Tillu Square directly targeted millennials and Gen Z, who became its strongest promoters.
4. Genre Appeal
- Action-drama with emotional appeal has seen saturation.
- Comedy and quirky crime-romance are gaining popularity, especially among streaming-savvy viewers.
Industry Reactions
Producers and distributors are taking note. Trade analyst Ramesh Bala stated, The success of Tillu Square proves that a good script and clever marketing can override star power.
Veteran producer Dil Raju commented, We must rethink how we greenlight films. Big stars aren’t enough anymore. The story is king.
Screenwriters too are being encouraged. Scripts that once sat on shelves are now being revisited, especially if they cater to youth sensibilities or offer something new in terms of presentation.
Lessons for Future Filmmaking
- Keep budgets low: Expensive sets and high actor salaries do not ensure a movie will do well.
- Investment must match narrative strength.
- Focus on Script Development: Writers are the foundation of the film. More producers are now investing in writer rooms and script workshops.
- Digital Integration in Marketing: Tillu Square leveraged Instagram reels, YouTube shorts, and interactive fan contests, setting a benchmark.
- Catering to Niche Markets: There is room for films that cater to specific audiences rather than attempting to please everyone.
Social Media & Meme Culture
Post-release, memes from Tillu Square trended for over two weeks. Dialogues and scenes were shared across reels and Twitter, making the film a pop culture moment. Meanwhile, Family Star memes were more critical, with many parodying the film’s melodrama.
The online sentiment played a decisive role. TikTok, Instagram, and YouTube now serve as amplifiers for film reception, especially in the crucial opening weekend.
Streaming and Satellite Rights
Interestingly, despite its theatrical failure, Family Star sold its digital rights to a major platform, hoping for a second life via OTT. However, initial streaming numbers have been modest.
Tillu Square is expected to be a big hit on OTT platforms when it comes out, increasing its profits and reach.
Analyzing the Divergence
Narrative and Execution
“Family Star” attempted to blend multiple genres but struggled with a predictable storyline and lackluster execution. Critics pointed out the film’s reliance on formulaic tropes that failed to engage modern audiences seeking fresh content.
Conversely, “Tillu Square” offered a quirky, fast-paced narrative with well-crafted humor and relatable characters. The film’s tight screenplay and engaging performances contributed to its widespread appeal.
Audience Engagement
The contrasting performances also reflect changing audience dynamics. Viewers now care more about the quality of content than the presence of famous stars. “Tillu Square” benefited from positive word-of-mouth and social media buzz, while “Family Star” struggled to maintain audience interest beyond its initial release.
Broader Implications for Tollywood
Shift Towards Content-Driven Cinema
The success of “Tillu Square” aligns with a broader trend in Tollywood, where content-rich films are outperforming traditional star-led projects. This shift indicates a maturing audience base that prioritizes storytelling and innovation.
Economic Considerations
From a financial perspective, “Tillu Square” demonstrated a high return on investment, grossing over three times its production budget. In contrast, “Family Star” failed to recover its costs, highlighting the risks associated with high-budget productions lacking strong narratives.
Impact on Future Productions
These outcomes are likely to influence future production decisions, encouraging filmmakers to invest in original scripts and character-driven stories. The industry may witness a surge in mid-budget films that prioritize content quality over star casting
Final Verdict
The different outcomes of Family Star and Tillu Square show a key fact: The audience has grown up. Content, relatability, and innovative presentation now hold greater value than star appeal alone.
As Tollywood evolves, filmmakers, actors, and producers must adapt to this new reality. Films like Tillu Square are not outliers; they are indicators of a shift that is here to stay.
Leave a Comment