FALSE BUZZ vs REAL CINEMA: Tollywood’s growing battle between hype and honesty

In today’s film industry, promotions play a crucial role—especially for small-budget films and debut filmmakers who lack star power and massive marketing budgets. For such projects, smart publicity, innovative campaigns, and creative outreach are often the only ways to generate initial attention. In the past, several small films turned into surprise successes purely because of well-planned promotions combined with strong content. However, the foundation of any film’s success has always remained the same: genuine storytelling and audience acceptance.

Recently, a concerning trend has started gaining momentum in Tollywood’s promotional ecosystem. Instead of building organic curiosity, some new-age filmmakers are allegedly relying on artificial hype created through social media campaigns. Reports suggest that private screenings are being organised for select social media influencers days before release. These influencers then flood platforms with positive reels, tweets, and posts, often regardless of the film’s actual quality.

By the time the movie reaches theatres, the digital space is already filled with exaggerated praise, creating a misleading image of success. This manufactured buzz does not reflect real audience opinion but instead creates confusion among viewers. Earlier, films depended on authentic word-of-mouth—if the content was strong, people spoke about it, reviews were positive, and theatres slowly filled. Many small films built long theatrical runs purely through genuine appreciation.

Now, the game appears to be changing. There are increasing claims of bulk ticket purchases to display fake “housefull” boards and paid influencer posts calling films “blockbusters” even before real audience reactions emerge. Such strategies may create temporary online noise, but they weaken audience trust and damage the credibility of film promotions.

Artificial hype might offer short-term visibility, but it cannot replace honest storytelling. If the content is weak, rejection is inevitable. Today’s audiences are far more aware and digitally intelligent—they can easily differentiate between organic appreciation and paid promotion.

While strong promotions are important, false narratives cannot sustain a film’s journey. In the long run, only authentic stories, sincere filmmaking, and genuine word-of-mouth can deliver real success. Trends may change, platforms may evolve, but one truth remains constant: content is still king.