Balakrishna's PVC is taking a beating at the box office. The movie's collections are recording all time lows irrespective of regions. Even in traditionally strong centers like Ceded, the figures make sorry reading e.g. in Madanapally the movie collected a mere Rs. 3.000 for the morning show today - which is just the second day!! There are strong indications that Hyderabad distributors are looking to drastically reduce the number of theatres. It is time for a reality check for majority of producers in Tollywood. They cannot afford to be trapped by star power. After a point the stars have everything to gain and nothing to lose. It is the distributors who are bearing the brunt of this box office massacre. If they shy away from the chain, then the theatre owners are bound to follow suit. Tollywood simply cannot afford this. It is time the stars too start taking a genuine interest in the scripts shown to them. Otherwise we will have more and more of these shocking stories after every release


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