Nirjher Kumar Patel
Akshay Kumar, once a towering figure in Bollywood, has seen a noticeable decline in his popularity in recent years. He was always known for his diverse roles and consistent box-office successes; Kumar was knowing as a leading actor in Indian cinema. However, recent trends show a shift in audience preferences and engagement when it comes to Akshar Kumar films, raising questions about why they are no longer as eagerly anticipated nor well-received. Let us delve into the key factors contributing to this decline, supported by examples and statistics.
A Glorious Past and Recent Missteps
Before the COVID-19 situation, Akshay Kumar was at the peak of his career. With an impressive list of hits, he was a go-to actor for both commercial and socially relevant cinema. Films like Kesari (2019) and Good Newwz (2019) were major successes, with Good Newwz grossing over ₹318 crore worldwide and Kesari bringing in about ₹207 crore. Kumar’s reputation as a bankable star was solidified by these figures.
During the Covid situation, his biggest success in theatre was Sooryawanshi in which he was the star, despite having cameo appearances from Ranveer Singh and Ajay Devgn. The film’s success at the box office can be partly attributed to Kumar’s fan base. Sooryavanshi grossed approximately ₹296 crore worldwide, with ₹190 crore coming from the domestic market and ₹106 crore from international territories. This performance was noteworthy, especially considering the film’s release amidst pandemic-related constraints and limited theater capacities.
However, the landscape changed drastically with the onset of the pandemic. The closure of cinemas and the rise of digital streaming platforms shifted audience viewing habits, making it essential for filmmakers and actors to adapt to new formats and preferences.
Post-Covid 19 Challenges
In the post-pandemic era, Akshay Kumar’s films have struggled to achieve the same level of success.
Prithviraj (2022), a historical drama with a budget of around ₹300 crore, underperformed at the box office. Despite its high production values and extensive marketing, the film earned only about ₹135 crore worldwide, falling short of its investment and failing to attract the desired audience. The same year, his film Raksha Bandhan was also a commercial and critical failure.
Changing Audience Preferences
One of the critical factors behind Kumar’s declining popularity is the changing taste of the audience. Post-Covid, viewers have become more discerning, seeking content that offers more than just star power. There has been a massive shift towards character-driven narratives and impactful storytelling. Malayalam cinema and other regional cinema has also garnered huge praise from audience due to their fresh storylines, rooted characters, terrific performances, and most importantly local subjects that people can relate to. This could be one reason why Bollywood movies are not earning as they used to.
Kumar’s recent ventures, which often adhere to tried-and-tested formulas that used to be successful at a time, have recently struggled to capture the imagination of a more critical audience. In 2023, his film Selfie was a huge failure. Despite the controversy and the problematic theme, the only successful film he has had recently is OMG 2. But then again, one could argue that OMG 2 is Pankaj Tripathi’s film rather than Akshay Kumar’s.
Remake problem
One could argue that Akshay Kumar is doing mostly remakes, which is one of the reasons his films have lost their impact. Remakes often fail to capture the essence of their predecessors, leading to mixed reviews and underwhelming box-office performance. Best example is latest release Sarfira, a remake of Soorarai Pottru, which was remade in Hindi with Akshay, and it failed miserably at box office, although Kumar received praise for his performance. Since majority of audiences have watched the original film, it doesn’t make sense to go to the theatre and rewatch it in Hindi.
Saturation and Fatigue
Another significant issue is the saturation of Kumar’s filmography. Known for his prolific output, Kumar released multiple films each year, a strategy that once worked to his advantage but has now led to audience fatigue. For instance, in 2022 alone, Kumar released five films, including Samrat Prithviraj and Raksha Bandhan, and each and every one was a commercial failure. While this approach initially worked and always kept him in the public eye, it may have also contributed to a sense of oversaturation.
The Competition from New Talent
The rise of new talent in Bollywood has also contributed to Kumar’s diminishing prominence. Younger actors and filmmakers are bringing fresh energy and innovative ideas to the industry. Films led by emerging stars and new directors are increasingly capturing audience attention, challenging the traditional dominance of established actors like Kumar.
SRK was once going through same phase as Akshay seem to be going now but despite that, he did less films and came out after four years after carefully choosing scripts.
The Way Forward for Akshay Kumar
To regain his footing in the industry, Akshay Kumar will need to evolve with the changing cinematic landscape. It is important for him to understand to focus on quality over quantity and invest his time in projects with strong narratives and original and rooted stories.
No one can criticize his hard work, the criticism is against his choice of films, and mindlessly making them one after the other, rather than investing some time in a single quality project.
