Metro-Centric Films, Social Media Hype Failing Bollywood: Taran Adarsh

Film critic blames lack of mass appeal, over-reliance on image management, and weak storytelling for the recent box office slump in Hindi cinema

Mumbai, April 1: Despite being home to some of the most expensive and ambitious films in Indian cinema, Bollywood has witnessed a concerning dip in box office success over the past few years. Film trade analyst and critic Taran Adarsh believes the industry’s disconnect with mass audiences and an overdependence on social media management are key culprits behind the recent dry spell.

In an interview, Adarsh criticized filmmakers for making “metro-centric” content aimed only at urban audiences in cities like Mumbai, Delhi, Kolkata, Bengaluru, and Hyderabad, while ignoring the larger “Hindi belt” that once powered the industry.

“Most of the films today are tailored for cities. But the real audience — the mass belts — wants films that resonate with local flavor and full-on entertainment. You can’t expect a nationwide hit if your film doesn’t speak to them,” Adarsh said.

Citing examples of massive box office hits like Pushpa, Stree, Jawan, Pathaan, Animal, Gadar 2, and the recent Chhaava, Adarsh said these films succeeded because they connected with audiences emotionally.

“Chhaava is nearing ₹600 crore because people loved it. It’s not just about star power — it’s about telling a story people genuinely enjoy. You need to make the kind of films that audiences feel good watching.”

Another reason for Bollywood’s struggle, Adarsh said, is the growing influence of actors’ entourages and social media teams, which now heavily influence film selection decisions.

“Gone are the days when producers and directors pitched stories directly to actors. Now, they have to pass through layers — social media managers, bouncers, staff, and image consultants — who decide if a project aligns with the actor’s ‘brand’. That’s not how great cinema gets made.”

Recent flops such as Maidaan, Auron Mein Kahan Dum Tha, Bade Miyan Chote Miyan, and Jigra, despite featuring big names like Ajay Devgn and Alia Bhatt, failed to make a mark — something Adarsh attributes to these very missteps in script choice and lack of mass connect.

Meanwhile, Salman Khan’s Sikandar, which released on March 30, opened well with a global day-one collection of ₹54.72 crore. However, industry experts say long-term success will depend on sustained public interest — driven more by content than stardom.

With high-stakes releases lined up for 2025, including Kesari 2, Housefull 5, and Kannappa, the industry will have to reckon with a hard truth: Star power alone won’t save Bollywood — only powerful stories can.