The burgeoning success of Tollywood has undeniably turned it into a coveted destination for production houses and filmmakers nationwide. The catalysts for this paradigm shift were the groundbreaking films by Rajamouli, such as Magadheera and Baahubali, and Allu Arjun's mass appeal with Pushpa: The Rise. The global recognition further soared with Rajamouli's magnum opus RRR and the mesmerizing Naatu Naatu, earning Oscars accolades.

This newfound prominence attracted the attention of Bollywood production houses, with an inclination towards collaborating with Tollywood stars who had gained immense popularity both nationally and internationally. While this cross-industry collaboration is a positive development, certain practices by top Bollywood production houses have raised concerns within the Tollywood community.

Unfortunately, some prominent Bollywood production houses, known for their blockbuster track record, have been accused of exploiting Tollywood media. Their collaboration with Pan India stars and renowned Tollywood filmmakers is aimed at maximizing profits, which is a common business practice. However, the issue arises when these collaborations involve unfair business practices, particularly in the realm of media promotions.

The concern revolves around the exploitation of Tollywood media for film promotions. While the production house leverages Tollywood media to create buzz, it adopts questionable tactics when it comes to online promotions. By engaging in copyright infringements on platforms like YouTube, the production house ends up depriving Tollywood media of its rightful earnings from these social media channels.

Despite these grievances, the Tollywood media seems to be maintaining a stoic silence, possibly due to the influential legal and political backing that the top Bollywood production house enjoys. However, there's a growing sentiment that this silence is temporary, and a tipping point may be on the horizon. The day might come when Tollywood media, feeling aggrieved by the unfair practices, takes a decisive stand against the top Bollywood production house.

In the broader context, there is a call for a level playing field within the Indian film industry. It is emphasized that all stakeholders, regardless of their geographical or industry origins, should collaborate on equal terms and share the profits equitably. Such a cooperative approach is deemed essential for the overall well-being and growth of the Indian film industry. Ultimately, fostering a collaborative and fair environment is crucial for the sustained success of the industry as a whole.