The Hindi film industry is currently experiencing significant changes, with major commercial blockbusters becoming increasingly rare in recent years. Each year, fans eagerly await Salman Khan's Eid release, which typically ranks among the year's top hits. Over the past 15 years, he has achieved 18 films that have crossed the ₹100 crore mark; however, with rising production costs, the target for stars has shifted to box office collections exceeding ₹300 crore. Unfortunately, this year, his Eid release, Sikandar, fell short of expectations, managing to surpass ₹100 crore in just nine days in India. Meanwhile, Aamir Khan has not released a film since the box office disappointment of Laal Singh Chaddha (2022) but is aiming for a comeback this year with Sitaare Zameen Par. In contrast, Shah Rukh Khan made a triumphant return in 2023 after a four-year break with his films Pathaan and Jawan, although he has no scheduled releases for 2025.

It is indisputable that the trio of the three Khans has played a significant role in shaping Bollywood and contributing to its expansion over the past few decades. However, recent developments indicate that their star power alone is insufficient to guarantee box office success. Various factors, including the emergence of OTT platforms and the rise of regional cinema, have altered audience preferences in recent years. OTT platforms have granted viewers access to a wide array of high-quality global content and regional films, while social media has empowered audiences to express their opinions and become more discerning critics. There is now a demand for compelling storytelling, innovative genres, and authentic performances, rendering traditional Bollywood commercial formulas less effective. In this context, even the most prominent stars are unable to secure a blockbuster hit. This raises an important question: does the Hindi film industry require new stars and fresh talent at this critical moment to continue thriving?

Girish Johar, a producer and film industry analyst, concurs with the sentiment, stating, “It is clear that we require more stars – there is no doubt about it. Beyond the three Khans, along with Hrithik Roshan, Ajay Devgn, and Akshay Kumar, the upcoming generation must cultivate a greater number of stars. Currently, Ranbir Kapoor is at the forefront, followed by Ranveer Singh and Vicky Kaushal, who are also achieving significant success. However, we need additional young talent to restore the star power in theaters. A positive development is that, following the pandemic, the distinctions between languages have diminished, and audiences are more receptive to diverse storytelling. In my view, a compelling story or content can also serve as a star, as seen in films like Munjya and Laapataa Ladies. Given the current shortage of stars in Bollywood, we are witnessing a surge in the success of South Indian films within the Hindi-speaking regions. Therefore, I am optimistic that the Hindi film industry will generate more stars.”

Content is king

As noted by Johar, there has been a surge of smaller films across various genres that have resonated with audiences, such as Munjya, Laapataa Ladies, 12th Fail, Stree 2, and Bhool Bhulaiyaa 3. Film industry experts emphasize that compelling content, particularly strong storytelling, is essential. Pankaj Jaysinh of UFO Moviez articulates, “The critical question is whether we require star power or the strength of content and skilled creators. The presence of stars, including the three Khans and others, is already established; what we now need is robust content and talented filmmakers to revitalize Bollywood. The creative team behind the scenes—comprising writers, editors, and directors—holds greater significance than the on-screen talent. A strong behind-the-scenes team can enhance the appeal of stars, but without their support, the value of star power diminishes.” He agrees that in the recent small films that achieved blockbuster status, it was indeed the quality of content that prevailed.

Bring in the new crop

In previous decades, domestic studios within the Hindi film industry, such as Yash Raj Films (YRF) and RK Films, were recognized for their commitment to content-driven cinema and for launching new talent into the industry. "YRF and RK Films dedicated themselves to the narrative and the underlying concept. While some of their films achieved commercial success and others did not, they received significant acclaim, and both production houses were instrumental in introducing emerging stars," notes Jaysinh. Currently, Dharma Productions, under the leadership of Karan Johar, is known for presenting new faces, particularly those from film industry families, to Bollywood. However, the ongoing nepotism debate often overshadows the genuine talent he has contributed to the industry.

In an environment where a star's fate can change every Friday, Bollywood must embrace new talent to remain competitive in a landscape increasingly dominated by pan-Indian films, southern cinema stars, and evolving audience preferences. The prominence of established names and legacy is no longer a reliable indicator of a film's success. Instead, it is innovative content and genuine, unrefined talent that are drawing audiences back to theaters. Although the glamour of Bollywood may have diminished in recent years, the successes it has achieved indicate that a renewed focus on strong storytelling and investment in diverse new talent can lead to a resurgence.

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