A growing section of Telugu cinema fans is expressing frustration over the increasingly drawn-out style of film promotions. The trend of announcing an “update about an update,” followed by yet another announcement, has become so common that many feel filmmakers are testing their patience rather than building anticipation.
The recent promotional rollout for Akhanda 2 is a prime example. The team first announced on November 4 that an update would be revealed on November 5. On November 5, they clarified that the update was actually a song promo releasing on November 7. Eventually, the full song release was scheduled for November 9. Fans questioned whether one song release truly needed four separate announcements.
This pattern is not restricted to major projects with large fan bases. Even smaller films with limited attention are following the same formula—teasing “poster loading,” “glimpse soon,” “promo of the promo,” and more, stretching basic promotional steps across days or weeks.
Fans argue that this strategy creates inflated expectations that are rarely met. By the time the actual content is released, anticipation has peaked so high that even genuinely good material feels underwhelming. Instead of excitement, the result is often disappointment.
Industry analysts note that filmmakers are attempting to keep their movies trending longer on social media and maintain continuous buzz. However, they warn that excessive teasing risks backfiring: the more anticipation is artificially prolonged, the greater the chance that the final content will feel underwhelming.
The growing backlash online reflects a clear sentiment—audiences want meaningful, quality promotional content rather than suspense for its own sake. Fans are urging filmmakers to streamline promotional strategies and focus on substance over hype.
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