In general terms, exchange offer is all about giving something and getting something in return. While this is aptly used for commodities, a similar trend is also being observed in the cinema industry especially in the south. To add to it, the big heroes of 4 industries are playing a key role in it.
For instance, Kicha Sudeep from Karnataka came as a villain in Tollywood with the movie Eega and he will also be seen in Baahubali-2. At the same time, he is doing in Kollywood also as a villain for the movie Puli. Telugu actor JD Chakravarthy has gone to Kollywood and Mollywood as villain.
Prior to him, Prime star Jagapathi Babu and Suman have already done negative roles in Kollywood movies. Latest we hear is Malayalam superstar Mohanlal is doing a straight movie in Telugu. Usually character artists, villains and heroines do it but now top range heroes are also doing it.