In recent days, we have seen some of the established actors facing average to below average collections for their films at the box office. With the exception of Attarintiki Daredi, all other hyped releases in the past 3 months have fared below expectations. For that reason, some of our Tollywood heroes are shifting their tactics to 'good content' as opposed to favored director/producer. These heroes are fit no doubt, but they are desperately looking for a hit.

The story begins with Toofan and the brickbats it had to dodge. Producers called it timing and of course lack of original content for the Telugu audiences. Then we had Ramayya Vasthavayya, which is being dissected for its faults. From soft title to high expectations on Harish Shankar, many reasons were suggested. Some time ago, Ravi Teja too faced a lull for a brief period before hitting back with Balupu.

A direct consequence of this rise and fall is the actors' sudden turnaround for good scripts. Gone are the days when top heroes are running after hyped directors. Now, content and script is king, like Nagarjuna rightfully said. Hence, Jr NTR has sacked his personal manager and began taking serious feedback from fans, all in the name of choosing the right script.

Charan too has become choosy. Though he only entertained few directors previously, the strategy changed to considering promising talent, even those who had scored with the audience before. So, he is heard to be busy taking an active part in picking the right script. Ravi Teja too is ensuring he has the right script in hand before taking the plunge.

Tollywood heroes have finally realized the importance of good content and entertainment in their films, rather than sticking to tried and tested formulas. All actors are making sure they have an original product on their hands. With the exception of Mahesh Babu and Pawan Kalyan right now, who are too busy to think beyond their current plans, all others are looking hard for obvious reasons.

(AW: Sruthi)