Not long ago, director Prasanth Varma used to get trolled for using AI-generated visuals in announcement videos, posters, and promotional material. Social media would often mock him with comments like “Prasanth Varma AI,” suggesting he was relying too much on artificial intelligence instead of original artwork.
But things have changed rather quickly.
Today, even the biggest production houses and highest-budget films appear to be embracing AI in one form or another.
Last month, when Prashanth Neel’s Dragon starring Jr NTR was announced, fans pointed out several shots in the announcement video that looked AI-generated. Now, the first announcement poster of Jr NTR and Trivikram Srinivas’ much-awaited mythological film, tentatively titled God of War, has also sparked similar discussions online, with many claiming the artwork appears to have been created using AI.
The trend isn’t limited to those films.
Even SS Rajamouli faced some backlash after the release of the first glimpse theme video of Varanasi starring Mahesh Babu. A section of social media users alleged that some visuals in the promotional video appeared AI-generated.
All this has led many movie lovers to believe that AI is gradually becoming a mainstream promotional tool in Tollywood.
Ironically, the same practice that invited heavy trolling for Prasanth Varma is now being associated with several top filmmakers. As a result, many social media users feel the jokes about “Prasanth Varma AI” no longer hold much weight.
However, some fans argue that a film mounted on a budget of hundreds of crores deserves a much better announcement poster than something that looks AI-generated. Another user pointed out that this is the second Jr NTR film in just a month to face allegations of using AI-generated promotional material.
While AI can be a useful tool for speeding up the creative process during the early stages of marketing, many believe big-budget films should ultimately showcase original artwork that reflects the scale, effort, and craftsmanship behind the project.
Echoing that sentiment, another social media user wrote, “For a pan-India film of this scale, fans expect promotional material that feels handcrafted, not AI-generated. Hopefully, the upcoming material sets a better standard.”
Of course, it is important to note that none of the makers have officially confirmed that AI was used in these promotional materials. Much of the discussion is based on fan observations and visual similarities commonly associated with AI-generated art.
What is becoming increasingly clear, however, is that artificial intelligence is finding its place in film marketing. The debate is no longer about whether AI will be used, but about how much AI is too much, especially for films carrying massive budgets and equally massive expectations.
