Aamir Khan and Javed Akhtar on Bollywood’s Decline: 'We’ve Killed Our Own Business Model'

As two of Bollywood’s most influential voices, actor-producer Aamir Khan and screenwriter and lyricist Javed Akhtar have played a pivotal role in shaping Indian cinema for decades. At a recent event ahead of Khan’s 60th birthday on March 14 — titled Aamir Khan: Cinema Ka Jadugar, hosted by PVR INOX — the two engaged in a candid discussion about what plagues the Hindi film industry and the lessons it can learn from the south.

Khan pointed out that Bollywood has increasingly focused on niche, multiplex-driven narratives while neglecting the broad emotional strokes like “anger, love and revenge” that traditionally resonated with mass audiences. 

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“South films are what we used to call single-screen films — very mass, very rooted. Maybe Bollywood is focusing more on multiplex films,” he revealed.

Khan recalled the success of his own films like Dangal (2016) and Lagaan (2001) to prove his point; the fact that they appealed to different kinds of audiences. Akhtar agreed, explaining that films need to speak a language that will understood across all sections of society, something that most filmmakers are unable to achieve in his opinion.

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Another major concern raised was the impact of early streaming releases on theatrical revenues. Khan noted that audiences no longer feel compelled to visit cinemas when they know a film will be available on OTT platforms within weeks. 

“I don’t know how to sell a product twice,” he explained, critiquing the industry’s self-defeating business model. Akhtar echoed this sentiment, advocating for a longer theatrical-to-digital gap, suggesting at least three to four months instead of the current four weeks.

The discussion also touched upon the unpredictability of the box office. Akhtar cited Superboys of Malegaon (2025) as an example, calling it the best film he had seen in years — yet it struggled commercially despite critical acclaim. Similarly, Khan pointed to the underwhelming theatrical performance of Laapataa Ladies (2023) despite the amount of praise it received.

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But when the debate surrounding high ticket and concession prices came up, Akhtar dismissed it as an excuse. “You pay a lot of money in a 5-star hotel. Similarly, you should pay for the facilities in a multiplex. If you don’t want to, you should go watch in a single screen. Who’s stopping you?” he said. Khan agreed, questioning why audiences readily pay premium prices when they go to watch blockbuster south Indian films like [the] Pushpa [franchise] but complain about expenses for Bollywood releases.

Despite these challenges, both Khan and Akhtar remained optimistic, believing the industry will eventually correct its course. “It’s a cycle," said Khan, signing off.