Akshay Kumar, one of Bollywood’s most successful and versatile actors, has recently addressed the challenges he and the industry are facing at the box office. Known for his long list of hits, the actor has been going through a rough patch with his recent releases not performing well commercially. In an open letter interview with him, he said that the dynamics of the film industry have changed, and a big reason why his films have been doing so abysmally at the box office is because of the increase and popularity of OTT platforms.
At an interaction with Pinkvilla, where Akshay was asked about the reason behind the tough time that films are having in terms of success. The actor pointed out that the growing preference for streaming platforms has had a significant impact on movie-goers’ behavior. “I meet a lot of people and they often say that we will watch it on OTT, so that is the biggest reason. That is what the whole thing is,” Akshay explained. He further added that, since the lockdown, audiences have become accustomed to watching content from the comfort of their homes, changing their movie-watching habits drastically.
Akshay’s opinion reflects a wider shift in entertainment consumption patterns across the world. Lockdowns and other restrictions due to the COVID-19 pandemic worked as force multipliers in promoting OTT platforms since viewers were coerced into seeking refuge in streaming services for entertainment. With platforms like Netflix, Amazon Prime, Disney+, and others offering an extensive library of films and shows, many movie enthusiasts have become used to the convenience and comfort of watching movies at home. The ability to stream content at any time, without the need to go to a cinema, has led to a dip in footfalls at movie theaters.
In a similar conversation with Forbes India, Akshay further elaborated on the change in dynamics post-pandemic. He acknowledged that audiences have become more selective about their cinema outings and that now it is more important than ever for filmmakers and actors to choose projects that offer something unique and entertaining. “The pandemic has undoubtedly changed the dynamics of the film industry. With audiences being more selective about their cinema outings, it has become crucial to choose projects that offer something completely entertaining and unique,” he stated. He added that he has become more mindful of the content he picks, ensuring that it resonates with the audience and provides an experience worth watching in theaters.
Akshay’s recent releases, including Khel Khel Mein, Sarfira, and Bade Miyan Chote Miyan in 2024, did not make a significant impact at the box office. In 2023, films like Selfiee and Mission Raniganj also failed to perform as expected. However, his film OMG 2, led by Pankaj Tripathi, was a surprise hit and managed to fare better than his other projects. This hit at the box office highlighted that even though OTT platforms have altered movie-watching habits, there is still a place for films that offer engaging and relevant content.
While Akshay Kumar’s recent streak may not have been as successful, his openness about the impact of OTT platforms on the box office offers an insightful perspective on the evolving landscape of the film industry. It is clear that the key to success in today’s market is not just the star power but also the ability to create stories that appeal to both theater-goers and streaming audiences alike.