Is Bollywood in a downfall? The numbers don’t lie — with big budgets, bigger sets, and even bigger paychecks, something seems broken in an industry that’s forgotten how to make memorable movies.
India produces a whopping 1,900 films annually. With Bollywood contributing roughly 340 of those, the Hindi film industry has long been celebrated for its ability to consistently captivate audiences with spectacle and emotion. Nobody could pinpoint exactly what made it so unique and captivating. Some attribute its appeal to a consistent formula: heartwarming romance, soaring soundtracks, stunningly attractive protagonists, and predictable yet entertaining plot twists. Others believe the charm lies in its ability to provide pure, unadulterated fun from start to finish. However, recently, some of that luster has started to go off. With consecutive big-budget failures featuring star-studded casts, many wonder whether Bollywood is in a downfall or on a path to irrelevance.
To attribute one factor to the downfall of Bollywood would be an oversimplification. The post-COVID era has been particularly harsh on Bollywood, with a series of flops highlighting the industry’s struggles. The industry’s success rate has plummeted to single figures. On the other hand, the failure rate is nearly double what it was before the pandemic. Industry reports from 2022 reveal that nearly 70% of Bollywood films couldn’t recover even half of their production costs. And although things aren’t as bad now, the numbers are not back to where they were before the pandemic.
But it’s so much more. The traditional formula of big stars, weak narratives, exaggerated drama, and over-the-top acting no longer appeals to audiences now seeking originality and authenticity. Previously, high-budget productions with star-studded casts guaranteed box-office success and shaped popular culture. Even until a decade ago, movies featuring megastars like Shah Rukh Khan, Salman Khan, Aamir Khan, Akshay Kumar, and Ranbir Kapoor were eagerly anticipated national events. The buzz surrounding these films is noticeably absent today. Even Aamir Khan, known for his thought-provoking movies, failed to generate the same level of interest. His Laal Singh Chaddha, a remake of the American classic Forrest Gump, went largely unnoticed and performed poorly at the box office.
It seems that moviemakers, once prescient oracles who had fingers on the pulse of the people, have lost their touch. They have refused to catch up to the changing norms where Bollywood’s impact on daily life has diminished, reducing Hindi cinema to an afterthought for many. People still visit theatres often for the cinematic experience rather than the content itself.
Then, there’s the competition from the cousins, the regional film industries. EY–FICCI reports show South Indian cinema has overtaken Bollywood in box office revenues. As Bollywood films continue to struggle at the box office, South Indian movies are shattering records, and streaming platforms are seeing rapid subscription growth. The audience seems to have grown disillusioned with Bollywood’s age-old formulas of star power, hit music, and action-packed scripts, which no longer resonate as they once did.
In its attempt to cater to a wide and diverse audience, Bollywood appears to have lost the very essence that once set it apart. It has alienated urban and rural viewers, failing to strike a chord with either demographic. The industry’s decline is perplexing, and no one can pinpoint precisely what has gone wrong. Unless contemporary filmmakers address this mystery, Bollywood risks losing its dominance and becoming a shadow of its former self.
What went wrong? How did the industry not see it coming?
Let’s take a deep dive into how Bollywood failed to see the writing on the wall.
Same Drink, Different Label
Today’s audiences are spoilt for choice when it comes to entertainment, which means their expectations from movies are significantly higher. They’re asked to invest their valuable time, so they expect originality, meaningful storytelling, and that unique charm Bollywood once exuded. Unfortunately, modern Bollywood struggles to deliver on these fronts. The soulful soundtracks, relatable yet aspirational characters, and deep cultural connection that once defined Hindi cinema seem to have faded. Songs now feel generic and disconnected from the narrative, lacking the emotional highs they used to evoke. Listen to any track, and more often than not, it’s a remix of an older hit.
Ranbir Kapoor, one of the brightest stars of his generation, recently pointed out that Bollywood struggles to embrace novelty and often sidelines new talent and outsiders. He voiced concerns about modern films being unclear in their messaging, a problem that stems from the industry’s inability to understand its audience. Kapoor also observed that while Bollywood has been influenced by Western culture over the past two decades, it has failed to adapt this influence to suit Indian viewers’ sensibilities, further alienating its core audience.
This points to a much deeper-rooted problem. Filmmakers appear disconnected from their audience, unsure of whom they are speaking to or the messages they want to convey. The reliance on predictable plots and uninspired storytelling reflects a lack of respect for the audience’s intelligence. Even the draw of big-name stars is no longer enough to compensate for the declining quality of films.
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The Age of Remakes
Multiplicity was a movie starring Michael Keaton in multiple roles. He played the role of an overworked married man who clones himself to manage his workload. As the responsibilities pile up, even his clones start cloning themselves to hilarious results. This seems to be the case in Bollywood right now, as we have copies of movies that were remakes themselves. Somebody needs to sit the decision-makers down, put on Multiplicity, lock the doors, and don’t let them out until they’ve seen the movie. Multiple times, preferably.
It’s not like people don’t see the writing on the wall. After Laal Singh Chaddha’s underwhelming reception, Aamir Khan Productions shared an apology video on Twitter. The video featured Aamir Khan’s voice, stating, “We are humans, and we make mistakes.”
However, was remaking an iconic film like Forrest Gump a misstep? Not necessarily, according to National Award-winning film critic Baradwaj Rangan. A film is made for a certain time, place, and sensibility. In relocating and trying to recreate the magic, filmmakers are either too lazy or lack the wherewithal to give the remake proper context. What the audience ends up seeing is a cheap copy. Perhaps the results would’ve been different if the filmmakers had taken a little more time to contextualize the story and make it more authentic.
Laal Sing Chaddha wasn’t a one-off. It’s a continuing trend that can only be attributed to a combination of risk aversion, a lack of new stories, and short-term solutions.
- Vikram Vedha (2022): Despite positive reviews, this remake of a Tamil film failed commercially. It reportedly had a budget of 150 crore but earned only 77.51 crores in India, leading to a deficit of 72.49 crores. The original Tamil Vikram Vedha (2017) was made on a budget of 11 crores and earned 52 crores in India, enjoying a 372.72% return.
- Selfiee (2023): A remake of the Malayalam film Driving License, it opened to an all-time low number of ticket sales and was declared a flop within five days of its release.
- Jersey (2022): Despite positive reviews for Shahid Kapoor’s performance, this remake of a Telugu film underperformed significantly at the box office.
- Bachchan Pandey (2022): A remake of the Tamil film “Jigarthanda,” it flopped despite starring Akshay Kumar.
The N-word
A recurring topic of debate in Bollywood is nepotism, which has garnered heightened scrutiny in recent years. While nepotism isn’t new to the industry, its impact has become more pronounced due to the shortage of quality films. Critics and analysts looking for a culprit have been quick to place all the blame on ‘nepo babies.’
The release of The Archies, which featured the debut of Shah Rukh Khan’s daughter and other star kids, was a case in point. The movie drew heavy criticism for its lackluster performances and weak storyline. The audience’s disappointment with such films has only deepened their frustration, leading many to paint such ventures as emblematic of the disconnect between Bollywood and its viewers. Some fear they may be the final blow to an already struggling industry.
There’s no denying that nepotism does pose a barrier to entry. For outsiders with no links or connections in the industry, the challenges are compounded by limited access to opportunities. However, claiming nepotism as one of the root causes of Bollywood’s decline would be akin to squashing a few mosquitoes while keeping the window open. While nepotism has certainly ignited important conversations about privilege, representation, and the need for equitable practices in the industry, it’s not the culprit. After all, where would Bollywood be if it weren’t for such generational talents as Ranbir Kapoor, Alia Bhatt, Saif Ali Khan, and more? Because let’s be fair, we can’t pick and choose who we want to be branded as a repo baby and who gets to flash their ‘get out of jail’ card whenever this discussion crops up.
The South Has Risen
Like the backbenchers you never noticed until they topped the class, South Indian cinema has steadily risen in prominence, carving out distinct regional and global niches while challenging Bollywood’s dominance. Each industry within South Indian cinema has its regional stronghold—Tamil films in Tamil Nadu, Telugu cinema in Andhra Pradesh and Telangana, and Malayalam cinema in Kerala—catering to culturally and linguistically loyal audiences. However, these industries have also extended their reach across India, producing pan-Indian hits like Baahubali (Telugu), KGF (Kannada), and Robot (Tamil), which gained widespread popularity through dubbing in multiple languages and redefined success at the box office.
Globally, South Indian films have made significant strides. Movies like Baahubali: The Beginning and Baahubali: The Conclusion have garnered international acclaim for their compelling storytelling, cutting-edge visual effects, and ambitious production scales, paving the way for other regional films to gain global recognition. Malayalam cinema, in particular, has earned accolades at international film festivals for its artistic innovation, with films like Jallikattu and Moothon highlighting the industry’s creative depth.
The storytelling in South Indian cinema is another standout feature, with each industry bringing its unique style. Tamil cinema, known for its technical brilliance, features visionary directors like Mani Ratnam, Shankar, and Karthik Subbaraj, who have redefined Indian filmmaking. Mani Ratnam’s emotionally charged narratives in films like Roja and Bombay delve into complex social and political themes. Shankar’s grand visual spectacles, such as Enthiran and 2.0, seamlessly blend social messages with high-octane action. Meanwhile, Karthik Subbaraj’s unconventional plots in films like Pizza and Jigarthanda have earned praise for their creativity.
Malayalam cinema is distinguished by its realistic storytelling, strong character development, and social relevance. Films like Drishyam and Kumbalangi Nights explore intricate human relationships and societal issues with authenticity and nuance. Directors like Lijo Jose Pellissery and Aashiq Abu push the boundaries of conventional storytelling, as seen in Lijo’s Jallikattu, which uses minimal dialogue to deliver a powerful narrative. Malayalam cinema’s emphasis on character-driven plots and introspective storytelling continues to set it apart as a hub of creative innovation.
Changing Audience Preferences in Bollywood
It’s a great time to be a viewer.
The rise of OTT platforms has significantly changed audience preferences, reshaping their entertainment experiences. One major shift is the transition from traditional scheduled programming to on-demand viewing. Unlike cinema and television, which require adherence to specific schedules, OTT platforms allow viewers to watch content whenever it suits them. This flexibility has empowered audiences to create their viewing schedules and has also popularized the binge-watching culture, where entire shows are consumed in one sitting. This has fundamentally altered consumption patterns, with audiences gravitating towards serialized storytelling that fosters prolonged engagement.
OTT platforms have also expanded the horizons of content availability, exposing audiences to a diverse range of global and niche content. Viewers now have access to films and shows from different cultures and languages, broadening their tastes and increasing the demand for diverse storytelling. Unlike traditional cinema, which often focuses on mainstream genres like action or romance, OTT platforms cater to niche interests, offering everything from indie films to experimental narratives, fostering an appreciation for unconventional content.
Another significant influence of OTT platforms is the emphasis on quality and storytelling. These platforms invest heavily in high-quality productions that rival and sometimes surpass the standards of traditional cinema. By prioritizing sophisticated visuals and compelling narratives, they have raised audience expectations. Additionally, the creative freedom afforded by OTT platforms has encouraged innovation in storytelling, leading to the development of unique narratives that break conventional norms and resonate with modern viewers.
Corporatization — The Elephant in the Room
In his book, An Unsuitable Boy, Karan Johar talks about his father putting their home on the line to finance films. There have been countless stories of movies that failed to put directors on the road. That is highly unlikely to happen in today’s landscape.
Filmmaker Shekhar Kapur recently reflected on the changes in Bollywood as his film Dil Se… completed 22 years. Kapur shared his concerns about the growing influence of corporate control over creativity in the industry. He recalled that 25 years ago, he, Mani Ratnam, and Ram Gopal Varma had anticipated this shift and warned that corporate power would dominate the filmmaking process unless directors united to counter it. Dil Se… was the result of their collaboration, which unfortunately turned out to be the last of its kind.
In earlier times, Kapur noted in the same tweet that filmmaking was an organic collaboration between directors and producers. Today, creative control often rests with individuals outside the filmmaking sphere. He likened this to the difference between dining in a restaurant and eating at someone’s home; in the past, filmmakers, like a loving cook, crafted films from the heart, telling the stories they wanted to share. Now, platforms and corporate teams dictate which stories are told, often rejecting ideas that don’t align with their agendas.
Filmmaker Madhur Bhandarkar also weighed in on the issue, pointing out that while external influences on filmmaking existed earlier—such as demands to add item songs or comedy scenes to enhance a film’s appeal—the rise of corporate culture has institutionalized these practices. Today, focus groups and test audiences are used to evaluate scripts and films, but Bhandarkar believes such assessments are not always accurate. He argued that no fixed formula exists for creating great or commercially successful cinema.
Another well-known filmmaker, Anurag Basu, further highlighted how the shift toward corporate-driven production has transformed the industry. Independent productions have become rare, with large studios collaborating with producers to decide what projects to pursue. Studios often evaluate a director’s past box office success and reputation when choosing whether to back a film, leaving little room for directors to independently develop or pitch unconventional ideas. This system, according to Basu, has significantly curtailed creative freedom in Bollywood.
Coming back to Kapur’s tweet, filmmaker Onir suggested that Shekhar Kapur’s concerns about the corporatization of Bollywood likely stem from the notion that populism is not conducive to fostering creativity. Onir pointed out that current platforms often prioritize projects based on star power and content that attracts significant viewership, emphasizing the importance of who can draw the most attention. Reflecting on the industry’s past, he noted that some of India’s most celebrated films, such as Guru Dutt’s Pyaasa (1957), were box office failures during their time but were made because filmmakers believed in their vision.
Trade expert Atul Mohan observed that approximately 15 to 20 companies in Bollywood now operate with a corporate mindset. Basu added that while this corporatization has brought about greater organization and transparency—ensuring most business dealings are conducted above board—it has also led to increased interference for new filmmakers and directors. Studios, primarily driven by return on investment, often assess projects through a lens of commercial viability. This business-oriented approach has created an environment where almost all decisions are controlled by corporations.
The advent of digital streaming has further influenced these trends, reshaping revenue models and driving decisions about which projects to greenlight. Smaller-budget, high-concept films are increasingly gaining attention due to their potential for higher returns on investment. While some production houses remain committed to script-driven films that balance creativity with realistic budgets, many others prioritize large-scale productions to maximize mass appeal.
Inflated Salaries and Ballooning Production Costs
With movie outings costing between $20 and $30, audiences increasingly seek better value for their money. The same amount could secure a year-long subscription to streaming platforms, which frequently offer new discounts and promotions. Given this cost-effectiveness, it’s no surprise that more people gravitate toward streaming services for entertainment.
With this added pressure hanging over the heads of corporations, there has been a heightened focus on profit margins and risk aversion. Corporate studios now evaluate scripts based on projected returns, relying on focus groups and audience analyses to determine a film’s potential success. This has led to a preference for projects involving established stars or proven box office records, leaving less room for unconventional or experimental storytelling. Many studios lean on remakes of successful films or established formulas, prioritizing “crowd-pullers” that guarantee profits but may lack creative depth.
Yet, in an almost cinematic twist, actor’s fees have now become the largest overhead in production, and when they fail to bring the masses to the cinemas, one wonders if star power is a thing of the past.
During a roundtable discussion in December 2022, RRR director S.S. Rajamouli shared his perspective on why the Hindi film industry faced a challenging year. He attributed the downturn to the inflated salaries demanded by actors and directors, which led to a decline in their drive and ambition.
Rajamouli explained, “When corporate entities began investing heavily in Hindi cinema and paying exorbitant fees to actors, directors, and production houses, it seems that the hunger for success diminished to some extent.”
Consider the film 83, which ran into losses. According to insiders, the hero took 45 crores, and the director took 25. So, even before the movie hit the screen, it had to recover 70 crores that were spent on just two people. And this example isn’t an isolated incident. But for every 83, there are films like Kahaani (2012), made on a budget of just eight crores, which collected close to Rs 70 crore at the box office.
What that tells is clear for all to see; the question is, will they open their eyes?
Aging Bollywood Superstars
The history of any kingdom is a tale of succession between the incumbents who refuse to give up the throne, holding on to it while the next in line waits and wilts. From Dev Anand to Rajesh Khanna to so many others who could not and would not accept their mortality, the same passage seems to be repeating in Bollywood. The sight of once-celebrated Bollywood actors clinging to their youth is disheartening. It undermines the legacy of their past work while stifling opportunities for new talent to emerge.
An example of this phenomenon is Dev Anand’s late-career trajectory, in which he continued playing young lead roles long after his prime. His later performances, which many viewed as out of touch, overshadowed the remarkable films of his earlier years, reducing his legacy to a subject of mockery rather than celebration.
This issue is far from unique to one actor. Many veteran Bollywood stars have remained in the limelight well past their prime, inadvertently diminishing the impact of their earlier successes. A current example is the upcoming action-drama Baap, featuring 1980s icons Sunny Deol, Jackie Shroff, Sanjay Dutt, and Mithun Chakraborty as lead heroes. With three of them in their sixties and one in his seventies, the promotional imagery for the film attempts to present them as youthful and hip, an effort that feels forced and out of place. Although some argue that Baap resembles Hollywood’s The Expendables franchise, the comparison falls flat. While The Expendables combined older action stars like Sylvester Stallone with younger, marketable actors such as Jason Statham and featured high-budget effects, Baap lacks similar production quality and fresh talent, making its chances of success appear slim.
Actors like Shah Rukh Khan, Salman Khan, Aamir Khan, Akshay Kumar, and Ajay Devgn, all in their 50s, are heading down a similar path. Frequently playing roles requiring them to portray characters decades younger, they are becoming less convincing each year. Their loyal fan bases also notice the disconnect, leading to declining box office performances. While some of these stars appear eager to cash in on their fame before losing their relevance, others refuse to acknowledge their age, perpetuating the illusion of eternal youth.
Recent projects underscore this trend. In Pathan, 57-year-old Shah Rukh Khan stars opposite Deepika Padukone, who is 20 years younger, performing exaggerated action sequences. Similarly, Aamir Khan’s Laal Singh Chaddha featured him playing a college student at the age of 57. These casting choices stretch credibility and alienate audiences who once admired these stars.
However, it doesn’t have to be this way. Amitabh Bachchan provides a blueprint for aging gracefully in the industry. Realizing in the 1990s that he could no longer convincingly play younger leads, he embraced age-appropriate roles in films such as Mohabbatein and Kabhi Khushi Kabhie Gham. Over the past two decades, Bachchan has redefined the older Bollywood hero, taking on various roles in genres ranging from comedy to emotional drama to action. His transition allowed younger actors to step into leading roles while he carved out a new niche, earning acclaim for his versatility and longevity.
In contrast, today’s older actors are reluctant to step aside, even as their films increasingly fail at the box office. This resistance has had a detrimental effect on the industry, with fewer opportunities for young talent to rise. As a result, Bollywood currently lacks a bankable leading man in his 20s, as the industry is dominated by veterans clinging to the spotlight. Embracing their age and choosing projects that celebrate it, as Bachchan did, would enhance their careers and open the door for a new generation of actors to thrive, ultimately enriching Hindi cinema.
So, what is going on with the Hindi film industry?
The answer, it turns out, is not that simple.
But all is not lost.
Picture abhi baqi hai mere dost.
Bollywood is not going anywhere. India’s passion for cinema is unparalleled, with its film industries deeply ingrained in the country’s popular culture, especially Bollywood. For the average Indian moviegoer, the allure of a film that hits all the right notes often outweighs calls for boycotts or even health concerns.
In the pre-OTT era, Bollywood largely thrived on formulaic productions, investing heavily in films driven by big-name stars and predictable narratives. Going to the cinema was a cultural norm, as Indian television series never garnered the level of viewership seen on Western networks. However, the arrival of OTT platforms has revolutionized the entertainment landscape, offering an endless variety of content. Indian viewers now have access to international hits like House of the Dragon, the Game of Thrones prequel that has broken records for HBO. With such exposure to high-quality storytelling, it’s no surprise that audiences are less inclined to visit theaters for uninspired films lacking creativity or depth.
Mainstream Bollywood could learn valuable lessons from the success of OTT platforms. The vast array of content available on streaming services results from deliberate changes in the industry. OTT platforms have democratized filmmaking, allowing lesser-known but talented actors to shine and enabling creators to explore a broader range of narratives. This inclusivity has raised the bar for storytelling and helped weed out subpar scripts. The global reach of streaming services has also heightened competition, pushing filmmakers to deliver stories that meet international standards.
In addition, the pay structures on OTT platforms are more equitable, creating opportunities for emerging writers, directors, cinematographers, and actors, including women and individuals from underrepresented communities. This shift has made it easier for creative talent to establish themselves in an industry once dominated by connections. As an outsider to the film industry, I’ve personally experienced opportunities to collaborate with Bollywood veterans, an experience that would have been unthinkable just a few years ago. The same holds true for many newcomers who have found consistent work thanks to the opportunities provided by streaming platforms.
While mainstream Bollywood still has the potential to replicate the success of South Indian cinema, it is evident that the traditional formula no longer resonates with today’s audiences. The key to revival lies in crafting relatable, well-told stories. South Indian filmmakers excel at this, consistently addressing the concerns of everyday people while remaining grounded in cultural authenticity. Films like RRR and Ponniyin Selvan combine grand, larger-than-life narratives with real historical events often overlooked by Indian cinema. Similarly, Kantara delves into the animist traditions of coastal Karnataka, shedding light on a lesser-known facet of Indian culture.
Bollywood’s future lies in evolving beyond outdated formulas and embracing meaningful, rooted storytelling that connects with diverse audiences. By drawing inspiration from regional successes and the opportunities offered by streaming platforms, Bollywood can reclaim its position as a powerhouse of creativity and cultural relevance.
