From nothing to purple patch : How NTR reinvented himself in overseas

As Overseas market forms a considerable chunk in the overall business for any film, it is slowly turning out to be the yardstick to guage the box office potential of our heroes. From pre-release business to the total revenue earned at the end of the full run, the overseas market for Telugu films has improved by leaps and bounds over the past few years. This is the major reason why our heroes are very particular in selecting scripts that will cut across the overseas audience. Among the current generation stars, Mahesh Babu and Pawan Kalyan carved out a niche for themselves in overseas market well ahead of others. NTR was nowhere near to them when compared with the overseas box office potential a couple of years ago. But, the talented actor has come along a long way. In USA, from having a pathetic form to hitting a purple patch in recent times with three consecutive $1.5 million films, the way NTR has reinvented himself to increase acceptability amongst the class audience deserve a case study.

Before we analyse how NTR picked his makeover characters, we need to go back to the 2011 days to know his box-office position vis-à-vis his professional competitors Mahesh Babu and Pawan Kalyan. Typically, if any record is set at box-office, how sooner your competitor reaches the same milestone is a best way to measure one’s potential.  Back in September 2011, Mahesh Babu scored his first $1 Million movie in USA with blockbuster hit Dookudu which made him numero uno in USA market. Post Dookudu, two NTR films : Oosaravelli, Dhammu had flopped at the box office. They collected mere $300K each. Then in April 2013, first time NTR scored his $1M with Baadshah. However, major credit for this milestone went to then star director Srinu Vytla – NTR combination rather than NTR alone. Next two NTR films, Ramayya vastavayya, Rabhasa flopped and they managed to collect mere $370K, $400K. Temper in 2015 was the first film to collect $1M where major credit went to NTR for his acting prowess.  By that time Mahesh Babu had scored four $1M movies and one $700K+ movie. Another star hero Pawan Kalyan had two $1M, one $850K movies by that time. These numbers establish the fact that NTR’s market in USA at that time was very low.

Realising the changing market dynamics and increasing Nizam, USA markets,  NTR tried to shed his mass star image for the first time in Brindavanam which was his first seed towards gaining acceptance amongst the class audience, Later on, his risky attempt in the form of Nannaku Premato helped him further his class image. Also, his graceful performance in Koratala Siva’s Janatha Garage has leaped his stardom to a whole new level in overseas. Also, his attempt to come closer to audience with the reality show Big Boss, which became a huge hit on small screen, reaped rich dividends. With this show, NTR became a household name among family audience. His films are being lapped by family audience big time. Jai Lava Kusa, despite having a regular commercial template, succeeded in drawing huge family crowds to theatres.

Now he is the more consistent star at the USA box-office with back to back three $1.5 Million films and also the only actor after Mahesh Babu to have five million dollar films there. Everyone is hoping that he would  continue to charm the overseas audience by selecting similar characters like he did in the last couple of years which made a huge difference in the outcome of the films at the box office.

However in terms of pre-release business, NTR is still lagging behind Mahesh and Pawan Kalyan. But, the gap is closing fast due to NTR’s consistency. With a film in Trivikram’s direction lined up, NTR would be looking to continue his rich vein of form at the overseas box office.