One thing we consistently heard from trade insiders when we reached out to understand the performance of Salman Khan's latest film, Sikandar, was, "Please don’t mention my name if you quote me." This reflects the chaotic situation behind Bollywood's box office, where few are willing to risk their reputation.

Since Sikandar hit theaters a week ago, there's been a lot of chatter about how it's doing. It's clear that the film hasn't lived up to the expectations typically associated with a Salman release during Eid. However, the opinions are wildly varied—some say it's raking in cash, while others report that attendance is so poor that screenings are being canceled in favor of regional films. The reality is likely somewhere in the middle.

Were Sikandar's shows canceled?

Last week, multiple reports surfaced stating that several theaters in Mumbai and the surrounding areas had pulled screenings of Sikandar due to low ticket sales. Despite Sacnilk noting that the film had an occupancy rate of 8-10% in the area, the claims persisted. The Free Press Journal mentioned that the Gujarati film The Best Pandya had taken over Sikandar's slots in theaters in Vashi. However, one exhibitor countered, saying, "There were rumors about one of our theaters dropping Sikandar for some Gujarati films, but that's not true. Sikandar still has the most showings in the region. Why would anyone replace a film making ₹4-5 crore a day with one that barely brings in ₹30-40 lakh? It just doesn’t add up."

Is there a social media movement targeting Salman Khan?

A report from Mid-Day mentioned that fan clubs of the actor are alleging that there’s a negative campaign against Salman and Sikandar being spread by agencies using bots. When we reached out to a trade insider, who preferred to remain anonymous, they said, "I can't say for sure if there's a campaign going on, as sometimes old videos just pop up on their own. However, there’s definitely a lot of negative buzz surrounding the film. And honestly, the product isn’t great either. That’s the nature of social media: it tends to amplify certain things and start trends. Some of it might be pushed as well."

The video below, filmed in 2023 outside a screening of Kisi Ka Bhai Kisi Ki Jaan, has been widely shared as a ‘Sikandar review’ by various websites.

How's Sikandar doing?

Several industry insiders have shared that the rise of this trend can be traced back to some old YouTube videos and Instagram Reels that showcased empty theaters and negative reviews from outside those theaters, which have been repackaged and shared again. Many of these clips date back two years, filmed during the screenings of Kisi Ka Bhai Kisi Ki Jaan, and some weren't even related to any Salman Khan film. One now-deleted video featured fan outrage outside Adipurush, but it was cleverly edited to make it look like it was about Sikandar.

Meanwhile, Sikandar is steadily approaching the ₹200 crore mark worldwide. In India, the film has surpassed the ₹100 crore milestone within a week. While the growth may be slow, it certainly doesn't match the dismal performance that social media seems to suggest.

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