Tollywood Producers Bet Big on Social Media Power

Tollywood producers are increasingly turning their attention to social media influencers, and the latest developments show how the trend is slowly evolving. Earlier, influencers were mostly cast in supporting or cameo roles, but now producers are willing to back them as full-fledged lead actors.

One such example is social media personality Mouli, who recently impressed many with his performance in the film Little Hearts. The film’s success has reportedly opened new doors for him. We at Gulte have exclusively learned that leading banner Mythri Movie Makers has signed Mouli for a new project.

The news is also that they have even paid him an advance of ₹50 lakh soon after the film’s positive response. The upcoming film will be directed by debutant Murali. At the same time, producer Anil Sunkara is also said to be introducing a young influencer named Arjun as a lead actor in an upcoming project.

This shift has sparked an interesting debate in the industry. Earlier, producers used influencers mainly to attract their online followers, but the new trend indicates a bigger gamble, placing them directly in lead roles.

Trade experts believe this strategy could also be linked to the rising remuneration of small and mid-level heroes. Compared to them, influencers come with ready-made popularity and are relatively affordable, making them an attractive option for producers willing to experiment with fresh faces and new-age storytelling.