It all started with 'Dhruva'. 'Khaidi No. 150' and 'Gautamiputra Satakarni' followed. 'Katamarayudu' took it to 'peaks'. 'Duvvada Jagannadham' proved he is no less. And 'Baahubali-2' has taken it to 'piccha peaks'. It's now the Everest, dwarfing all other achievements.

What are we talking about? The record-breaking spree that film after film has achieved in recent past in their pre-release days.

But why is that, suddenly, teasers/trailers/songs are seeming to be hugely, hugely popular with netizens. Even non-superstar film teasers/trailers/songs with barely a controversial subject or a crazy face/name are doing great on YouTube.

Clocking millions of views is just a matter of how fast, not whether or not, they will do it. This was not the case a few months earlier.

What has changed? Nothing.. Just that 'Jio' has emerged.

Thanks to free data, those sections who were hitherto watching teasers/trailers on their smart phones just once are apparently doing it more than a few times because they have nothing to lose except the chains of boredom...

So, if you are believing that 'Baahubali-2' is incredibly much, much, much more popular than 'Baahubali', you may have to think again. (It definitely is more popular, but not so much as the number of views its trailer has got would suggest). If you believe Rajinikanth as 'Kabali' was just 'jujubee' and that he has been out-competed, you are wrong.

The free lunch may or may not last longer, but many records have been created. Once the party is over, other films will take ages to beat these records.