Veteran screenwriter Javed Akhtar has now pointed out how South Indian films are performing exceptionally well in the North Indian market, while Bollywood struggles to connect with its audience. Speaking with Aamir Khan at the launch of ‘Aamir Khan: Cinema Ka Jadugar,’ Akhtar questioned why Hindi cinema has lost its appeal. In response, Khan dismissed the idea of a North vs. South divide and instead pointed to Bollywood’s flawed business model as the real reason behind its ongoing challenges.
Although movies such as ‘Stree 2’ and ‘Chhaava’ have found success, many films failed to create lasting momentum. While South Indian films, including their dubbed versions, are thriving in the Hindi-speaking belt.
Akhtar expressed his concerns about this shift, stating that Bollywood films have “lost all connectivity with the audience.” He pointed out how South Indian films, led by actors largely unknown to northern audiences, are outperforming major Hindi releases. “Dubbed South Indian films, featuring stars who are unknown to audiences here in North India, are releasing and doing Rs. 600-700 crore business. Even the few of our films that end up working also stem from South movies. What happened to our people?” he questioned.
Aamir Khan, known for his deep understanding of cinema and storytelling, responded by saying that the issue goes beyond a simple South vs. North debate. He believes the real problem lies in Bollywood’s business approach. “The problem we are facing is something different,” he said.
Khan explained that Bollywood’s self-destructive business model is a major contributor to its struggles. He pointed out that the industry’s approach to releasing films on over-the-top (OTT) platforms soon after theatrical releases has discouraged audiences from visiting cinemas. “Ours is the only industry that goes around requesting people, ‘Please come and consume our product (film). If you don’t, we’ll come and drop it off at your doorstep in eight weeks (through OTT platforms). This is our business model. After eight weeks, you will get to watch my movie for which you had already paid (through a subscription). I don’t know how to sell the same product twice.”
The rapid rise of digital platforms has changed audience behavior, and Bollywood’s quick transition to OTT has only made matters worse. “Earlier, I used to watch movies because I had no option. Now, I go to theaters for the fun of it. Since we can watch movies anywhere, there’s no absolute need to go to theaters. So we’ve killed our own business model,” Khan added.
