The Toxic fallout is no longer limited to the box office. What started as a big pan-India film has now turned into an ugly PR battle, with the Yash camp facing questions over the narrative being pushed before and after the release.
Even before release, there were allegations that scripted questions were being fed to sections of the Hindi media, including the Aap Ki Adalat interview, to build a narrative around Yash as the biggest or sole pan-India star. Some of these conversations also appeared to take digs at actors like Allu Arjun.
The bigger controversy now is the alleged attempt by sections of the PR machinery to create a narrative against Telugu audiences and Telugu cinema. This is particularly strange because Toxic received massive support in the Telugu market.
The film got strong openings, ticket hikes, additional shows, and a huge number of screens. Even when Irumudi was running to packed houses with blockbuster demand, Toxic was given many theatres where Ravi Teja’s film was still drawing housefuls. Telugu cinema gave Toxic every possible theatrical advantage. So, where exactly does the anger against Telugu audiences come from?
There are also questions over the reported attempts to target Allu Arjun. Why does Yash’s PR team keep dragging another Telugu star into the conversation? And why target an industry that gave Toxic such a strong platform?
Then came more unusual developments. Actors from Yash’s own Kannada industry spoke about the film, his mother addressed the media, and there have been continued efforts to defend or explain the situation. Trade circles are now questioning what all this is actually achieving.
A film can be promoted aggressively, and stars can be presented as the biggest names in the country. But once the ticket window opens, the audience takes control. They can make a film a blockbuster or completely reject it.
Toxic has reportedly collected around Rs. 266 crores worldwide in its first five days against a reported breakeven requirement of around Rs. 800 crores gross. Monday has seen a massive crash, and if the trend continues, the film could finish around Rs. 300 crores worldwide. That would make Toxic a disaster of epic proportions.
The film lost at the box office. Attacking audiences will not change the numbers. Targeting Allu Arjun will not change the verdict. Blaming Telugu cinema will not make Toxic a hit.
