The days of Salman Khan overshadowing Eid with sure-shot blockbusters are now over. His movies, such as Wanted and Sultan, have dominated the box office during the festival for more than a decade, but recent films such as Sikandar and Kisi Ka Bhai Kisi Ki Jaan have revealed fissures in this formula.
Even with strong start-ups, the movies did not hold up as a result of poor scripts and hasty handling to fit within the Eid release schedule. Now, the viewers expect good storytelling rather than star-studded or festival-hype attractions.
Salman’s fixation on Eid releases has caused compromises in filmmaking. Issuing release dates before commencing shooting compels teams to prioritize dates over content, which results in low-quality films. The assumption that any Salman Khan film will fare well on Eid has been shattered.
Movies such as Sikandar were devoid of emotional depth, freshness, and interesting storylines, disappointing even die-hard fans. The post-pandemic audience is discerning, appreciating strong scripts and interesting experiences over nostalgia.
Salman needs to evolve with improved scripts, revamp his on-screen image, and depart from the “Eid guarantee” syndrome.
A quality film can fare well on any day; depending exclusively on Eid holidays is no longer feasible. In order to regain his box office stronghold, Salman must give precedence to quality over timing.
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