The mega success of Padmaavat has enhanced the brand value of all those associated with it. It is, however, doing wonders for Shahid Kapoor. Despite Maharawal Ratan Singh not being the central character of the film, Shahid has won appreciation for his role. And since nothing succeeds like success, he is now reaping the benefits of a big fat hit to his name.

Buzz goes that the actor has plans to hike his market price by a cool one crore! And he will get it too, by the looks of it. Another effect of his recent success is that his upcoming Batti Gul Meter Chalu has grown in stature as a project. Evidently, distributors are feeling a lot more confident about Shahid’s capacity at the box office as a solo star, and are willing to pay a much higher price for the film than before.

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Prerna Arora, the producer of the film, which is currently being shot in Uttarakhand, admits that while Padmaavat has made a difference, “we would have been just as happy with our decision to work with Shahid even if Padmaavat had not enhanced his market value.” She adds, “The dedication with which he had prepared for his role has bowled us over.”

Of course, not all asking for a hike will get it. Farhan Akhtar apparently recently demanded Rs.11 crore for a film, leaving the producer dazed. With his last film, Lucknow Central managing a gross box office earning of Rs.12 crore, naturally, his asking rate is seen as unjustified.

Buzz goes that Sanjay Dutt and Saif Ali Khan are also demanding fees that they do not really deserve. Dutt’s asking amount is Rs.11 crore, which producers are reluctant to cough up, given that his last release, Bhoomi managed just Rs.9.50 crore at the Indian box office.
Producers believe Saif Ali Khan is another star who needs to get realistic about his price. Given that his Chef garnered less than Rs.7 crore in the domestic market, and Kaalakaandi managed around Rs.5 crore, his Rs.7-8 crore fee is seen as unrealistic.