Tollywood folks have decided to bang their own drum, not relying on the media. Yes, almost every big Tollywood celeb has millions of fans hanging on to their social media accounts. So, they are assuming that the publicity can be easier with mutual praise.
It is known that the news dailies and web sites give genuine reviews to the films to hook the readers. Some websites that become biased and write in favor of the industry generally lose the loyalty of their readers.
Whatever it is, the film folks have decided to publicize their films on social media with mutual caring.
In fact, people know what is good and what is bad. They are better judges and never fall for forced positive reviews. Of course, there are also the cases where the audience unanimously made some films big hits irrespective of all bad reviews around.
The ultimate decision is in the hands of the public and they hardly get influenced. But they show loyalty to the websites and dailies those go in tune with their judgement in majority cases.
Coming back to the Tollywood folks' assumption, sometimes forced positive reviews may backfire and result in a big debacle.
