Remember when theatres used to be jam-packed on the first day, first show of almost every new Bollywood release? Some die-hard fans would even take an off from work just to catch the latest film of their favourite stars in theatres. But that has changed now and even the biggest of Bollywood’s stars are struggling to guarantee a hit at times.
Filmmaker Vipul Amrutlal Shah – the man behind films like Namastey London, Singh Is Kinng, Waqt: The Race Against Time- has delivered a sobering reality check. Shah isn’t mincing words about the Hindi film industry’s ongoing box office woes. His message? Bollywood has lost touch with the very audience that once made it a cultural powerhouse.
As more and more films struggle to even break even, let alone become blockbusters, Shah’s reflections feel timely—and necessary. From the changing tastes of the Indian audience to the industry’s obsession with niche storytelling, the veteran director believes it’s time for Bollywood to go back to its roots: making movies for the masses.
Bollywood’s Big Disconnect
Shah believes the industry’s current crisis isn’t just about content—it’s about the shift in who that content is being made for. “”The first issue is that we have stopped making movies for Bharat. We make movies for a small group of people watching in 25, 50, or 100 selected multiplexes. Our expectations are that only those people should like our films,” Shah said in a recent interview with ANI.
According to him, there’s been a noticeable shift towards crafting stories for niche, urban audiences—largely influenced by the rise of streaming platforms and social media commentary.
But in doing so, filmmakers may have alienated a much larger, much more loyal group: the everyday moviegoer in small towns and semi-urban India who once flocked to theatres for pure entertainment.
The obsession with “cool” films
He said that the makers today are more concerned about what will be considered “cool” and the connection with ground-level audiences is lost.
“A film like Jaat was well appreciated, and it performed very well in small towns, lekin use fir log uncool bol dete hain. This obsession with making so-called ‘cool’ films has led to many in our audience being disappointed. That is why the reach of our films is shrinking,” he added.
As the industry battles with rising budgets, dwindling footfalls, and competition from global content, Shah’s advice is clear: Bollywood needs to stop chasing validation from the West or viral Twitter moments—and start listening to the very people it was built for.
Because at the end of the day, cinema is not just about box office numbers or critical acclaim—it’s about connection.
