Bollywood superstar Aamir Khan has expressed his concerns over the struggling performance of Hindi movies at the box office, attributing it to filmmakers losing touch with their roots. In contrast, South Indian films continue to thrive, drawing massive audiences and generating impressive revenues. Speaking at an event, a special film festival celebrating his cinematic journey, Aamir emphasised the emotional depth in South Indian storytelling as a key factor behind its success.
During the discussion, moderated by veteran lyricist-screenwriter Javed Akhtar, Aamir reflected on why South Indian films resonate so well with audiences while Bollywood films often fail to make an impact. He pointed out that filmmakers in Hindi cinema have started focusing on subtler, finer emotions, neglecting the powerful, universally relatable ones like love, anger and revenge. He believes this shift has distanced them from the raw and intense storytelling that once defined Hindi cinema.
The actor and producer also highlighted the role of single-screen theaters in sustaining South Indian cinema’s mass appeal. He noted that while Bollywood has increasingly catered to multiplex audiences — who represent only a fraction of moviegoers — the South continues to invest in large-scale, high-energy films that capture the essence of mainstream entertainment.
He recalled how the rise of multiplexes led to a change in Bollywood’s filmmaking approach, with industry conversations revolving around catering to this niche audience. Over time, Hindi filmmakers veered towards more refined narratives, sidelining the mass-oriented appeal that continues to draw audiences to South Indian films.
Looking ahead, Aamir is set to collaborate with Javed Akhtar on his next production, “Lahore 1947”, starring Sunny Deol. As Bollywood grapples with changing audience preferences, Aamir’s insights serve as a reminder of the importance of striking a balance between mass entertainment and nuanced storytelling.
