Why are Salman Khan’s films failing? Sikandar is just the latest casualty

The numbers might look decent initially, but they lack staying power, and the post-release response only confirms the growing disinterest in Salman’s repetitive brand of cinema.

Bollywood is often dictated by superstition, and if Salman Khan and the makers of ‘Sikandar’ had dug into the past, they might have avoided this disaster. His last two films revolving around the theme of heart transplant—'Hello Brother’ (1999) and ‘Dil Ne Jise Apna Kahaa’ (2004)—also met a similar fate. Jokes aside, Sikandar’s failure isn’t just about its theme; at its core, it’s a mediocre film with a weak plot, subpar performances, and uninspired music. It follows a string of disappointments—'Radhe,’ ‘Antim-The Final Truth,’ and 'Kisi Ka Bhai Kisi Ki Jaan’—all of which failed to impress critics and audiences alike.

While ‘Tiger 3’ managed to redeem things slightly, Sikandar’s struggle at the box office highlights the larger issue at play - Bollywood’s obsession with star power at the expense of strong storytelling. The numbers might look decent initially, but they lack staying power, and the post-release response only confirms the growing disinterest in Salman’s repetitive brand of cinema.

Viewer fatigue and shifting preferences

Even the most forgiving Salman Khan fans seem to be running out of patience. Social media reactions to ‘Sikandar’ echo the sentiments of a disappointed fanbase that once celebrated his larger-than-life persona. His films no longer feel fresh or exciting. Audiences who once flocked to theatres for his mass entertainers now find them repetitive and uninspiring. Recent outings like ‘Kisi Ka Bhai Kisi Ki Jaan’ and ‘Radhe’ have done little to reinforce his image as a ‘superhero of the masses.’ Even the ‘Tiger’ franchise, once a safe bet, met lukewarm reception due to its predictable storytelling. With the rise of digital platforms, audiences have easy access to films with engaging narratives and innovative filmmaking. This shift has made Salman’s old-school, formula-driven approach feel stale and redundant. As Bollywood’s younger actors and South Indian stars bring high-energy performances backed by superior scripts, Khan’s grip on the action genre is slipping fast, exposing the cracks in his once-unshakable dominance.

Stuck in the past

Salman Khan has never been an actor known for experimenting with his roles. His films rely on his on-screen persona rather than strong narratives or layered characters. He plays the invincible hero, the romantic charmer, the morally upright saviour—tropes that once guaranteed success. But today’s audiences are looking for depth and innovation, something Khan has been unwilling to embrace. His refusal to move beyond this outdated template has led to a stagnation that even his die-hard fans are beginning to notice. Once an infallible formula, his brand of cinema is now being met with fatigue rather than excitement. The contrast is evident when compared to his contemporaries—while Shah Rukh Khan has reinvented himself with films like ‘Pathaan’ and ‘Jawan’ (a contrast to his romantic image), Salman appears stuck in the past, recycling the same tropes with diminishing results.

The rise of content-driven cinema

The past five years, especially the post-COVID phase, have witnessed a shift in theatrical consumption. With the cost of living rising, audiences have become selective about where they spend their money, while OTT platforms provide quality content at a fraction of the cost. Bollywood’s content lag has only made matters worse, allowing South Indian cinema to take center stage with high-quality action, slick production values, and innovative storytelling. The kind of masala entertainment Salman Khan once monopolized is now done better by Telugu and Tamil filmmakers, leaving his audience with better alternatives. Additionally, Hindi films with fresh narratives like ‘Animal,’ ‘Stree 2,’ and ‘Chhaava’ have found success, proving that audiences will reward well-made films regardless of scale. Salman’s resistance to working with visionary directors or attempting offbeat roles further isolates him in an industry that is rapidly evolving.

A tipping point?

With ‘Sikandar’ struggling at the box office despite crossing ₹150 crore, the real question is whether Salman Khan can reinvent himself. A large opening isn’t enough anymore—sustained box office success now depends on content. His films might still command a decent initial response due to his star power, but the poor word-of-mouth is evident. His contemporaries and even newer actors are evolving, taking risks, and embracing fresh narratives, while Salman seems stuck in the past. The industry is changing, and mere superstardom can no longer guarantee a hit. If Khan continues to rely on nostalgia and refuses to take creative risks, ‘Sikandar’ may not just be another flop—it could mark the end of an era. The audience has spoken, and the message is clear: shape up or ship out.