When ace producer Suresh Babu himself has given up on it, it may well be futile on the part of others not to waste their energies pursuing it. We are talking about the producer saying that it's not possible to put curbs on social media-driven reviews. In effect, he may also be referring to web and print media reviews as well (the latter too upload reviews on web editions within hours of a film's release).

Suresh's comments come in the wake of Kollywood actor Vishal urging reviewers to upload reviews only after the first weekend. Any moral persuasion is bound to fail, and any highhandedness will badly backfire.

While there are producers who opine that good ratings can't help in selling a bad film and poor ratings can't ruin a good film, producers of 'chinna cinema' think otherwise. They feel that poor ratings given to a small release will result in its chances being marred permanently.