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Entertainment
Online trolling reshapes publicity tactics in South Indian cinema
✍️ The Times of India
🗓 23 Sep 2026, 04:17 AM
👁 9
Social media trolling is increasingly influencing how South Indian films are marketed, prompting producers to adjust their publicity approaches.
The rise of coordinated trolling on platforms such as Twitter, Instagram and YouTube is becoming a notable factor in the promotional cycles of South Indian movies. Filmmakers and marketing teams now monitor online sentiment closely, aware that a single viral negative comment can shape audience perception before a film’s release.
Industry insiders say that trolls often target trailers, posters or star announcements, aiming to generate buzz—whether positive or hostile. This digital friction can amplify visibility, turning controversy into free publicity, but it also forces producers to craft more resilient messaging and rapid response mechanisms.
In response, several production houses have begun to incorporate social‑media monitoring units into their publicity departments, deploying pre‑emptive content and engaging directly with netizens to steer conversations. The evolving digital battleground is thus redefining how South cinema reaches its audience, blending traditional hype with real‑time online dynamics.
Industry insiders say that trolls often target trailers, posters or star announcements, aiming to generate buzz—whether positive or hostile. This digital friction can amplify visibility, turning controversy into free publicity, but it also forces producers to craft more resilient messaging and rapid response mechanisms.
In response, several production houses have begun to incorporate social‑media monitoring units into their publicity departments, deploying pre‑emptive content and engaging directly with netizens to steer conversations. The evolving digital battleground is thus redefining how South cinema reaches its audience, blending traditional hype with real‑time online dynamics.