Already his Pelli Choopulu gave him an identity, Geetha Govindam cemented it. But his NOTA, Dear Comrade, next two films after GG have become wake up calls to him.
Taxiwaala was finished long back but it couldn't get a release till November, 2018 as it was leaked before hand. So, technically, the movie decision was taken prior to Geetha Govindam success.
But NOTA and Dear Comrade showed that Vijay is eager to grow his market across South India and his choice of movies corresponded to that. Even though Dear Comrade script was okayed beforehand, there could have been changes to support hero ambitions and director, Bharat Kamma did acknowledge that.
Ajith, Vijay, Nani, Mahesh, Jr. NTR all had go through a phase where they had to transition from one kind of films to another to build strong audiences after their initial success propelling them to star status.
Ajith after Kadhal Mannan decided to mix romantic films, family films with action entertainers. This improved his base so vastly that he is sure about big box office openings and a safe bet with average content, blockbuster with hit content. Vijay had a different route with remakes but he planned his progress similarly.
Mahesh after Okkadu needed Athadu, Pokiri to attract both class, mass audiences. Jr. NTR had to shed his image of being an action hero with different films to sustain his growth.
Nani had a severe fall after Eega and he decided to improve his base through family films and now, he is looking to improve on that base, with different films.
Vijay Devarakonda is able to bring first weekend crowds but then his films are unable to sustain with average content. A star is always expected to shine despite of content and only fail when all departments fail.
Here, Dear Comrade had everything in place but content wasn't executed to the level that many expected. It should have been a safe bet but not a disaster.
So, Vijay either needs to plan his movies in safe budget and then go for bigger risks or try for a breakout hit in controlled budget.
But if he continues like this he might end up like Suriya, who could have easily been bigger star all over South India but is now struggling elsewhere except Tamil Nadu, where his fan base is helping him to an extent but still he needs a big hit to sustain!