Tollywood's foray into the Pan-India film market has been met with both excitement and a growing sense of unease. While the ambition is undeniable, the reality is that the financial pressure to deliver blockbuster hits is creating a toxic environment.

The rise of Pan-India projects has led to skyrocketing budgets, exceeding 200 crores for star-studded films and reaching 50-70 crores even for Tier 2 heroes. This puts immense pressure on producers to achieve commercial success, something that has become increasingly difficult to attain in the current landscape.

Even positive word-of-mouth is not enough to guarantee success. The bar for success has been raised, and films need to be super hits to recover even half of the investments. This is partly due to a shift in audience behavior and a growing reliance on social media.

Negative campaigns orchestrated by anti-fans are creating a climate of fear and uncertainty. These campaigns often target films before release, spreading misinformation and negativity, which then influence audience perception and box office performance.

The trolling against "Devara," starring Jr. NTR, is a prime example of this trend. Negative campaigns surrounding the songs and trailer have already begun, despite positive feedback. This fear of negative online backlash is now influencing the audience's decision-making process, pushing them away from theaters.

The situation is further exacerbated by a growing sense of rivalry between fan bases, leading to toxic trolling and a lack of support for films even if they receive positive reviews. The negativity on social media has become a major factor in the declining success rate of Tollywood films, particularly those aiming for Pan-India appeal.

Heroes like Vishwak Sen and Vijay Deverakonda have openly acknowledged the impact of these negative campaigns, highlighting the need for a more responsible approach towards social media. The industry needs to find a way to navigate this new reality, addressing the issues of negativity and finding a balance between promoting films and respecting artists and their work.