In recent times, many have pointed fingers at OTT platforms as a significant threat to traditional movies. However, it’s not OTT but social media that is emerging as the biggest influence in Tollywood, often likened to a mafia.
Several social media pages initially gain popularity through genuine and creative posts. However, once they establish credibility, a different game begins. Whether driven by financial incentives from movie teams, caste biases, or anti-fandom sentiments, these pages generate unnecessary hype around certain films.
This unwarranted promotion leads audiences to perceive these movies as overrated. Due to the influence of social media pages, people tend to trust reviews as genuine, resulting in a large turnout for films that may lack substance.
On the flip side, some genuinely successful films suffer from unnecessary negativity generated by social media propaganda, causing them to flop.
In essence, social media is gradually becoming the biggest influencer in Tollywood, shaping the fate of films and contributing to a complex dynamic in the industry.
