Tollywood is grappling with a new challenge: fan wars and social media trolling, which have escalated significantly.
In the past, the industry adapted to early reviews and online feedback, a mix of positives and negatives. However, the current trend is far more damaging. Social media trolling, particularly from rival fan groups, is putting immense pressure on filmmakers.
Recently, films like Sarkaru Vaari Paata, Guntur Karam, and Kalki faced heavy trolling both before and after release. Now, Devara has become the latest target, with fan groups clashing online.
If a film’s content isn’t exceptional, it struggles to survive even past the first weekend. This trend is especially harmful to big-budget films, as negative online chatter can drastically affect a movie's prospects by the second day.
The rise of OTT platforms has worsened the situation, as audiences often choose to skip theatrical releases, waiting for films to appear on streaming services if they don't receive unanimous positive feedback. This shift significantly impacts box-office earnings, particularly for larger productions.
In Devara's case, it is facing trolling for various reasons, from its poster to the placement of a song. One instance involved a song being cut and moved to the rolling credits, which was quickly picked up by trolls.
Additionally, Devara is under attack from rival fan groups, who are actively trying to undermine the film. In response, NTR's fans have stated they won’t support that rival hero’s film, which is scheduled for release in December.
Amidst these fan wars on social media, filmmakers are becoming hesitant to engage with the media, fearing further negativity.
A major producer expressed concern about the industry’s inability to protect movies from online trolling, while a director acknowledged that safeguarding a film until positive word of mouth spreads has become an increasingly difficult task.
Tollywood is deeply concerned about this emerging trend.
