For years, negativity around a film was mostly part of the usual release-day chaos, with rival fan groups, trolls and disappointed audiences adding their own noise. But the conversation is slowly changing, with allegations of organised and paid negativity now entering the picture around Tollywood films.
The issue has surfaced again through comments from Nani and Sundeep Kishan, who have both raised concerns over targeted social-media activity surrounding their films. Sundeep has gone a step further by claiming that he knows who is behind the alleged campaign and who is funding it, without publicly revealing any names.
That raises a much bigger question than any individual actor’s warning: is paid negativity becoming an organised part of the Tollywood movie game?
Social media can shape a film’s perception even before audiences enter theatres. A few negative posts can quickly turn into a larger narrative when they are repeatedly pushed across social media platforms. At the same time, genuine criticism and fan wars can easily get mixed up, making it difficult to identify what is actually happening without concrete evidence.
If paid campaigns are indeed being used, the bigger question is who benefits from damaging a film’s buzz before or during its release. Is it competition, personal rivalry, fan-driven warfare, or simply an attempt to control the narrative?
For now, there are more questions than answers, but multiple film personalities openly discussing the issue has made paid negativity a subject Tollywood can no longer casually brush aside. The real story may eventually be about the people operating behind the social-media noise, rather than the noise itself.
