A new trend has quietly taken over Tollywood in recent years. It is no longer just about promoting a film. The focus has shifted to building an image around the heroes and their films even before the film releases. It usually starts with the budget.
The first round of leaks claims that a film is being made on an unbelievable budget. A few weeks later comes the OTT story. Before any official deal is announced, reports begin claiming that streaming platforms are offering record-breaking prices. Then, after a gap, another “exclusive” appears saying the deal has been closed for that amount.
In reality, the actual figures may be very different. An OTT deal worth Rs. 35 crores suddenly becomes Rs. 70 crores in circulation. Non-theatrical business of Rs. 70 crores magically turns into Rs. 100 crores. Everyone starts quoting those numbers as facts, even though no one officially confirms them.
Producers often stay silent even if the reports are exaggerated. Correcting the numbers could upset the hero’s camp or create unnecessary friction. So, the inflated figures continue to spread unchecked.
The same strategy is often used to shape a hero’s image.
Almost every star has some backlash attached to them, whether it is coming late to shoots, taking frequent breaks, relying too much on body doubles, or having scheduling issues. To counter such perceptions, carefully timed “inside reports” begin appearing.
One day, a report says the hero is working day and night without taking a break. Another claims he has completely surrendered to the director’s vision. Yet another says he hasn’t missed a single day of shooting. These stories are often presented as “exclusive information” to websites and social media handles.
Once one outlet publishes them, others quickly follow. Within days, speculation starts looking like established fact.
No one seems to lose from this system. Fans feel proud of their favorite stars. Heroes get a stronger public image. Media outlets get attractive “exclusive” stories that generate clicks.
The only people who quietly live with the reality are often the producers and directors. They know the actual budgets, the real deals, and what truly happens on set. But in today’s PR-driven film industry, perception often matters more than reality.
