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Deepika
Deepika Walks Out: Is It Sun Pictures Gain Or Sandeep Reddy Vanga’s Loss?
Deepika Padukone has acquired significant sass after motherhood. Naturally when she has overtaken all female leads in Bollywood, is the brand ambassador to many snazzy brands and is now able to call the shots and crack the whip, she is a true Diva. Was she shown the door by Sandeep Vanga from the film Spirit or did she toss her regal mane and walk out? Now the buzz is she has walked out of Kalki 2 also? So, what are the reasons for this huff and puff?  After the success of Jawan, it is rumoured Deepika has set the base remuneration of Rs 25 crore plus10 % share in profit, and working time restricted to 8 hours. Next…Spirit demanded some risqué scenes and she was not agreeable, so chose to walk out. And walked into SUN Pictures Pan World, under production …#AA 22xA6 (sounds like a rocket out of NASA) directed by Attlee. The lead is iconic star Allu Arjun, a name that has carpetbagged crazy global fans and dizzy fanfare after the twin Pushpas. This blend of mega scale, lead popularity and now Deepika’s electric presence is expected to bring big money to SUN and Kalanithi Maran, he of the gilded golden goose touch. One cannot but help ponder over the pole-vaulting success dynamics of stars …when a lead is unknown, an able director with a strong script and a production house that wagers big money on the project go all out for a hit film. Three or four such hits, the unknown turns Diva…the scales turn, equations spin upside down. This happens so often in cinema …the chronicler of fantasy. Till the next Deepika Padukone. 
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Deepika, Kareena Case Draws Focus On Equal Pay For Female Stars
Top star Deepika Padukone lost a role in Sanjay Leela Bansali’s Baiju Bawra as she demanded more remuneration than Ranveer Singh. And Deepika is not the first heroine to do so. Kareena Kapoor Khan demanded Rs 12 crore to play the lead role in Alaukik Desai’s film Sita. Earlier, her close friend Karan Johar replaced her with Preity Zinta in Kal Ho Naa Ho for demanding more remuneration. A few years back Aishwarya Rai Bachchan lost an important role opposite Aamir Khan in Mangal Pandey because she demanded Rs 1 crore. Effectively, both Kareena and Deepika have lost opportunity to play iconic roles for asking what they deserve. This brings us back to the burning question of pay disparity in Bollywood. The general thinking in Bollywood is heroes (read men) have box office draw and female stars don’t have that kind of pull. A top producer clarifies, “Pay cheques are decided on the basis of how much business he or she rakes in. It is not based on the gender.” Sridevi and Madhuri Dixit got higher remuneration because audience went to the theatre to watch their performances. And of course, one heroine who has managed to single-handedly become a big hit is Kangana Ranaut. With Queen she proved it.  She has made it clear that she prefers not to work with the Khans because “she would get over shadowed”.
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Which Bollywood Actress Gets The Highest Billing?
Unlike yesteryear’s stars today’s stars are business-like. They put the money where their mouth is. Alia Bhatt who has turned producer for the movie Darlings will charge Rs 15 crore for her lead role. So, besides acting fees, she will make big numbers if the movie does well at the box-office. Ditto: Deepika Padukone who is a joint producer of 83, a sports drama film that focuses on India’s 1983 World Cup win by Kapil Dev. Directed by Kabir Khan, she plays the role of Kapil Dev’s wife Romi. Deepika, who has already signed on with a couple of big banners, is the highest paid star in the industry, commanding a price of Rs 21 crore, according to the industry insiders. Kangana Ranaut, who has four films in the pipeline, reportedly commands around Rs 11-12 crore per film. Besides, there are four stars who fall in the Rs 7-crore bracket. They are: Shraddha Kapoor, Kareena Kapoor, Katrina Kaif and Anushka Sharma.  Shraddha Kapoor has Naagin and Luv Ranjan film. Katrina Kaif who has signed Phone Booth launched her own beauty line. Kareena and Anushka consciously signed less films as they were in the family way but managed to keep their cash registers ringing with series of brand endorsements. And the ‘desi girl’, Priyanka Chopra Jonas today commands around Rs 6 crore.

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Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”