These days, the commercial viability of star-driven projects has become a topic of discussion in Bollywood. There was a time when the presence of big stars was considered enough to make a film a ‘hit’, but now the situation has changed. The preferences of the audience have changed and now the ease with which stars once packed cinema halls is now a thing of the past.
After the failure of many big films in recent years, the question has gained momentum whether the huge fees of superstars are now becoming a burden on the producers? Do films featuring stars who are paid ₹50 crores to ₹150 crores for a film earn that much?
Examples of Box Office Failures
Akshay Kumar faces continuous failures with films like ‘Samrat Prithviraj’ and ‘Selfie’ underperforming, yet he charges close to ₹100 crore.
Similarly, films like Ranveer Singh’s ‘Circus’ and ‘Jayeshbhai Jordaar’ disappointed at the box office. Ranveer, who once reached new heights with ‘Gully Boy’ and ‘Padmaavat’, is still charging a fee of ₹30–₹40 crore, while recent figures show his films as loss-making projects.
The situation of Telugu superstar Prabhas is also similar. His popularity increased across the country after the ‘Baahubali’ franchise, but films like ‘Radhe Shyam’ and ‘Adipurush’ flopped badly. Despite this, he is maintaining his fees above ₹100 crore.
Impact on Film Budgets and Quality
Meanwhile , the situation has become challenging for filmmakers from a financial point of view. With a major chunk of the budget being swallowed by star remuneration, then other needs of the film – such as script, VFX, marketing and promotion – undergo significant reductions. This directly affects the quality of the film and the audience experience.
If we look at the recent figures, this difference is even more evident. Producers spent ₹175 crore on ‘Samrat Prithviraj’, earning only ₹68 crore. They made ‘Jayeshbhai Jordaar’ on a ₹90 crore budget, collecting ₹15 crore. ‘Radhe Shyam’ cost ₹300 crore, but earned less than ₹80 crore.
Success of Low-Budget, High-Content Films
On the flip side, a wave of content-led films has emerged, which were made on a low budget but were successful on the basis of their strong content. Films like ’12th Fail’ are proof of the fact that the audience is now trusting stories and not just faces. When storytelling meets compelling performances, the film finds its audience despite a small budget.
Consequently some big actors have now abandoned the old model of taking fees and have started adopting the ‘profit sharing’ model. The star receives a share of the earnings after the film’s release, rather than taking full payment before production. Actors like Shahrukh Khan, Aamir Khan and now Hrithik Roshan have taken steps in this direction. Hrithik has reportedly adopted a new model in ‘War 2’, which does not put direct pressure on the cost of the film.
This change makes it clear that the film industry is now moving in the direction of ‘risk sharing’ instead of fees. In case of a hit, profits are shared; in case of a flop, the financial risk doesn’t fall solely on the producer, but also by the star. With changing times, the audience has also become more aware than before. A ₹100 crore paycheck for the star invites heightened audience expectations and demands accountability across every frame. In such a situation, it is no longer easy to attract the audience on the basis of name alone.
Brand Management Over Box Office Success
It would not be wrong to say that today’s film industry is not as much running on the screen as it is running behind the screen. Even if the films of superstars who charge big fees flop at the ticket window, there is no decrease in their social media image, brand endorsement and media coverage. This is not surprising, but a part of a well-planned strategy.
Social media trends and hashtag campaigns like “First day, first show” and “XX is back!” often create a buzz around films, helping to maintain a star’s image even if the movie underperforms.
Role of PR and Social Media
Despite big films flopping, advertisers do not have any problem with these stars. In fact, now every actor has a PR team that keeps an eye on their public image. Interviews are planned, social media posts are timed, and positive news is sent to the media quoting ‘sources’. This entire industry is now running on brand management, not just art.
Star kids benefit the most from this. Their debut may be ordinary, but their fan following on social media, paparazzi coverage and party looks keep them in the limelight constantly. New generation actors like Ananya Pandey, Shanaya Kapoor, and Suhana Khan are seen more active on social platforms than in films.
Changing Trends and the Rise of OTT
However, all this is a part of the show. The reality is that now producers rely not only on star power, but on strong scripts and content. Earlier, films that were bought after seeing the stars, now go through script readings. OTT platforms like Disney, Netflix and Amazon have completely changed this thinking.
Due to OTT, the audience has become accustomed to content. They no longer believe that only a ₹ 300 crore film will be better. Instead, they appreciate series like ‘Panchayat’, ‘Guilty Minds’, ‘Delhi Crime’ more. This is the reason why many film producers are now showing inclination towards new stories, small town characters and realistic cinema.
Adapting to the New Reality
Amidst all this, some stars have understood this changed environment. Shahrukh Khan kept not only glamour but also the script at the center in films like ‘Pathan’ and ‘Jawaan’. Aamir Khan may have lost out with ‘Laal Singh Chaddha’, but his profit-sharing model and sensitivity owards content has always been an example for the industry. producers
One can also take the example of Hrithik Roshan, who is reportedly working under a profit-sharing model in ‘War 2’. This also reduces the financial pressure on films and also creates a sense of teamwork.
A Shift Towards Balance
It has now become necessary for producers to realistically evaluate the cost of the film and the potential returns. Signing a cheque in the name of a big face is no longer considered ‘smart production’ in any way. producers
One positive aspect of this entire scenario is that the film industry is slowly becoming balanced. Content, performance and script are getting importance again. Also, new actors are getting opportunities as they do not demand huge fees, and there is scope to experiment with them.
It will be interesting to see in the coming times whether the stars will also accept this change completely, or will they continue to empty the pockets of the producers in the name of old prestige. For now, all that can be said is that the audience no longer watches blindly like before—they want a true, effective story in exchange for every ticket.
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