In a revelatory interview, producer Prasad V Potluri has lamented that producers have lost their sheen in today's times in the south Indian film industry. He gave an example to illustrate the pathetic position of producers.

"Two renowned directors tell their producers not to be on the sets. I don't want to reveal their names. They belong to a neighbouring State. Producers have been reduced to mere doormats. Directors can wield clout because it's they who make big projects possible. Desperate producers have no option but to surrender," he said.

He revealed that his pleas to Srikanth Addala to shoot 'Brahmotsavam' only after the script was ready fell on deaf ears. "Producers invest hundreds of crores and some directors go to sets without the final script," PVP complained.