Producers dream of having top stars as part of their movie's cast to enjoy a bite into the celebrity's market. Prince Mahesh's market has now surpassed Telugu speaking audiences to the national audiences with his association with Farhan Akhtar's MARD initiative and several commercial endorsements.

What, then, is the trouble? Currently under production, Mahesh Babu's One (Nenokkadine) has been in the making for over a year. This already big budget film is said to be crossing the financial limits, which may throw the producer in a fix even after having access to Prince's market.

'One' is being shot in London, one of the costliest cities in the world. Add to that, a long schedule for the film's shooting, besides the presence of Bollywood glamor girl Sophie in an item song. Cost cutting might be the latest slogan for the film's makers.

(AW: Sruthi)