For years, the name Aamir Khan was considered a guarantee of quality and box office credibility. We remember calling him ‘Mr. Perfectionist’ and a film backed by Aamir Khan Productions carried a certain trust factor. Even when the subject was unconventional or the cast did not include major stars, audiences found the films meaningful and worth watching in theatres.
That reputation was built through films like Peepli Live and Dhobi Ghat. With smart marketing, strong word of mouth, and Aamir Khan’s association, the film opened well and eventually earned a lot at the box office. These films proved that a unique story could still become a commercial success.
However, Aamir Khan Productions has witnessed a disappointing run recently. The latest example is of three consecutive films that failed to create the expected impact at the box office. The decline started with Happy Patel Khatarnak Jasoos, which collected only around Rs. 5.52 crore during its theatrical run. This was followed by Ek Din, featuring Junaid Khan and Sai Pallavi, which performed even worse. It was able to earn approximately Rs. 3.79 crore.
The biggest setback came with Batwara 1947, featuring Sunny Deol and directed by Rajkumar Santoshi. Despite having a backing of Aamir Khan Productions and some strong promotions, the film struggled to attract audiences. It is reportedly expected to finish with lifetime collections below Rs. 45 crore.
This raises an important question: Has the Aamir Khan formula lost its connection with today’s audience?
Many have pointed out that awareness of a film does not automatically translate into theatre visits. Viewers may know about a project but still choose not to watch it if they do not feel a sense of urgency. This was visible with films like Loveyapa and Ek Din.
The biggest criticism against Aamir Khan’s current approach is that he may still be relying on a style of cinema that worked strongly between 2007 and 2018 but has become less effective today. For years, his films represented socially relevant themes and meaningful messages. Movies like Taare Zameen Par, 3 Idiots, PK, and Dangal successfully combined content with commercial success.
Aamir Khan has always been known as a filmmaker who thinks differently, takes risks, and prioritises quality over quantity. Currently, he needs to find the balance between meaningful storytelling and the new expectations of theatrical entertainment.
