Tollywood is facing criticism after reports suggested that some film producers are buying their own movie tickets to create false excitement around new releases. The practice is said to make shows appear house-full on online booking platforms, even when many seats remain empty inside theatres.
According to industry sources, this strategy is mainly used for small and medium-budget films that struggle to attract audiences during the first few days. By booking a large number of tickets themselves, producers can show sold-out signs on popular ticketing apps. This creates the impression that a film is in high demand and encourages regular viewers to book tickets quickly.
The trend is reportedly common in big cities, especially Hyderabad. Tollywood Producers are said to prefer multiplexes in these areas because a significant part of the ticket revenue goes back to them. This reduces their losses, even if the tickets are not used by real viewers.
Images showing fully booked shows are often shared on social media to increase hype. Supporters of the idea believe that such promotion helps films survive tough competition and draws attention in the crowded release calendar. They argue that first impressions matter and that visible demand can influence audience choices.
However, many moviegoers have raised concerns after visiting theatres that looked nearly empty despite online listings claiming house-full shows. Social media users have pointed out the gap between digital booking status and actual footfall. This has led to questions about transparency and honesty in film promotion.
Film experts say this approach may work only for a short time. If a film does not receive good reviews or positive word of mouth, the artificial buzz will fade quickly. They also warn that repeated use of such tactics could damage audience trust and reduce the credibility of online booking systems.
There are growing calls within the industry for clearer rules and fair practices. Critics believe that instead of creating fake hype, producers should focus on strong stories, good performances and genuine marketing. In the long run, audiences tend to support films they truly enjoy, not those promoted through misleading tactics.
