The Indian box office, a capricious arena, has recently presented a mixed bag of fortunes, highlighting the increasing importance of audience engagement and effective pre-release strategies. Examining the trajectories of several recent releases reveals critical insights into what works – and what doesn’t – in today’s cinematic landscape.
Rajkummar Rao, typically a reliable box office draw, finds himself in unfamiliar territory with ‘Maalik.’ While a day-five increase suggests some level of audience retention, the overall performance is undeniably underwhelming. The film’s struggle to recoup its substantial budget raises questions about its appeal compared to Rao’s previous hits. ‘Stree 2,’ ‘Vicky Vidya Ka Woh Wala Video,’ and ‘Bhool Chuk Maaf’ clearly benefited from stronger initial buzz and perhaps a more resonant storyline. ‘Maalik’ serves as a stark reminder that even established stars aren’t immune to box office disappointment if the film fails to connect with viewers on a deeper level. It underscores the crucial role of compelling narratives and effective marketing in driving sustained success. The film’s lackluster performance could potentially halt Rao’s winning streak, showcasing the volatility of the industry.
‘Housefull 5,’ on the other hand, presents a different kind of disappointment. While it managed to become the second-highest-grossing Bollywood film of 2025 (both domestically and worldwide) its inability to cross the coveted ₹200 crore mark in India and, more importantly, its failure to recover its massive ₹225 crore budget, paints a picture of financial loss. The film’s earnings, covering only 88.18% of the investment, highlight a significant challenge: the increasing pressure on Bollywood films to perform exceptionally well to justify exorbitant production costs. Even with a wide release and considerable marketing spend, ‘Housefull 5’ couldn’t translate its reach into profitability, raising concerns about the sustainability of big-budget ventures that don’t resonate universally.
The predicament of ‘Nikita Roy’ exemplifies the dangers of insufficient pre-release buzz and tough competition. Predictions of a dismal opening, with collections potentially staying below 70 lakh, paint a grim picture. The film’s struggles for screen space, compounded by competition from established films and a trailer that failed to ignite public interest, highlight the importance of a strong and well-executed marketing campaign. Even a talented cast can’t compensate for a lack of awareness and excitement. The decision to avoid conflict with another release, while strategically sound in theory, ultimately contributed to ‘Nikita Roy’ being overshadowed and under-promoted. This situation serves as a cautionary tale for filmmakers: a compelling story and a star cast are essential, but they must be supported by a proactive and engaging promotional strategy.
In stark contrast, ‘Saiyaara’ offers a beacon of hope. The film’s impressive advance ticket sales, driven by a captivating trailer and a popular soundtrack, demonstrate the power of effective marketing and a well-received product. The fact that it’s poised to potentially break records for a debutant-led film underscores the importance of originality and audience engagement. Despite minimal traditional promotional activities, the film’s strong content has resonated with viewers, generating significant pre-release excitement. Backed by a major studio, Yash Raj Films, ‘Saiyaara’ proves that a compelling narrative, combined with strategic marketing, can overcome the challenges of launching newcomers in a competitive market. It illustrates a pathway to success that prioritizes quality content and targeted audience engagement over excessive and costly promotional campaigns. The success of ‘Saiyaara’ serves as an encouraging sign for the industry, highlighting the potential for fresh talent and innovative storytelling to capture the audience’s imagination.
Ultimately, the varying fortunes of these films underscore the evolving dynamics of the Indian box office. Success hinges on a complex interplay of factors, including compelling narratives, effective marketing, strategic release dates, and, most importantly, the ability to connect with audiences on an emotional and intellectual level. The films that fail to resonate, regardless of star power or budget, serve as cautionary tales, while those that succeed offer valuable lessons in the art of captivating and engaging the viewing public.
Vivek Sharma Announces Trio of Unique Films Under Filmzone Creation Banner
December 30, 2025
Director Vivek Sharma, known for “Bhoothnath,” is set to produce three films under his Filmzone Creation banner, each exploring unique subjects. Speaking at the press meet, Sharma described the projects as a series of family-friendly films infused with elements of paranormal activity, comedy, and dark humor, showcasing both new and established talent. Notably, Sharma himself will take on lead roles in two of these ventures.
The first film, “Sarayapali Ka Woh Ghar,” delves into paranormal activities, drawing inspiration from real-life events. Sharma emphasized the film’s emotional and dramatic depth and said it is expected to go into production soon.
The second film, titled “Ka Kha Ga Gha Nanga,” offers a comedic take on the Hindi alphabet, portraying the lives of farming families and urban dwellers, reflecting the contrast between traditional hand pump usage and the modern reliance on sanitizers. The film will feature a cast of 15 children alongside prominent actors.
The third film, “Chullu Bhar Pani,” is a black humor comedy centered around a village grappling with a severe water shortage. The narrative follows the villagers’ naive yet humorous attempts to resolve their predicament. Sharma highlighted the intriguing nature of both the title and the storyline.
Sharma, addressing the media, expressed his commitment to providing a platform for emerging talent through Filmzone Creation, aiming to release two quality films annually. He also mentioned that the banner’s upcoming projects will feature a blend of newcomers and established stars.
Prior to this announcement, Vivek Sharma directed films such as “Bhoothnath” (released May 9, 2008), produced by B.R. Chopra’s production company and Ravi Chopra. The film starred Amitabh Bachchan, Shah Rukh Khan, and Juhi Chawla. The film is a family drama, fantasy, and horror mix that tells the heartwarming story of a friendship between a ghost and a child with humor.
‘Kal Kissne Dekha’ released on June 12, 2009, featured Rishi Kapoor, Jackie Bhagnani, and Vaishali Desai in lead roles. Produced by Vashu Bhagnani, this romantic science-fiction film revolves around a boy who can glimpse into the future.
‘A Game Called Relationship,’ released on February 14, 2020, was produced and starred Vivek Sharma. The film explores modern relationships, focusing on the dynamics of live-in partnerships and is intended to be a clean, family-friendly film.
In a remarkable display of cinematic success, ‘Dhurandhar,’ starring Ranveer Singh and Akshaye Khanna, continues its reign at the box office, setting new benchmarks. Veteran actor Rakesh Bedi, who portrays politician Jameel Jamali in the Aditya Dhar-directed spy-action thriller, shared his insights on the film’s overwhelming reception. He recalled a prediction he made prior to the film’s release, stating, “‘Dhurandhar’ is not going to raise the bar, it is going to break the bar.” The film’s performance seems to validate Bedi’s bold statement.
Bedi also recounted an enthusiastic fan reaction on Instagram, illustrating the audience’s deep engagement with ‘Dhurandhar,’ where a fan expressed impatience for the sequel’s release.
In a video shared on Instagram, Bedi expressed his excitement, stating, “Friends, ‘Dhurandhar’ is showing no signs of stopping; it continues to run and run. Before the film’s release, I made a statement that ‘Dhurandhar’ is not going to raise the bar, it is going to break the bar, because people are going to see this film repeatedly, continuously, and that is exactly what is happening.”
He further added, “People are showering so much love, it’s like a tsunami. I would say this film is like my friend’s restaurant in Delhi, Juggernaut.”
Bedi expressed his gratitude for the widespread acclaim the film has received. He highlighted a particular fan’s reaction, recounting, “One lady told me that after watching the film, she was angry about why it ended. And after watching the film, she felt like she should go to sleep and wake up directly on March 19, when its next part will be released. Isn’t that amazing?”
He extended his appreciation to the director and the production team, noting, “This film has become an international rage, which I believe has never happened in Indian cinema history. Such rage, such love, such a big tsunami. I thank JioStudio, the entire team of ‘Dhurandhar,’ and especially the director Aditya Dhar. Hats off to you, Aditya. Love you, brother.”
As per Sacnilk, ‘Dhurandhar’ has amassed ₹517 crore net in its first 16 days. The film further garnered ₹38.5 crore net on a recent Sunday, elevating its domestic total to ₹555.72 crore. ‘Dhurandhar’ has surpassed the lifetime collections of Sunny Deol’s ‘Gadar 2’ (₹525 crore net), Shah Rukh Khan’s ‘Pathaan’ (₹543 crore), and Ranbir Kapoor’s ‘Animal’ (₹553 crore).
According to Comscore, ‘Dhurandhar’ ranked among the top five global releases in its second weekend. With an overseas gross of $18 million, the film has exceeded ₹750 crore worldwide as of Friday and is projected to join the ₹800-crore club imminently.
