When you drive on a road, you’ll encounter speed breakers, roadblocks, potholes, etc. Only then we’ll see a lot of normalcy in terms of consumption patterns.”ĭo these four back-to-back massive flops dent the image of brand YRF? Taran Adarsh agreed but also added, “ Kabhi kabhi mausam kharaab hota hai. It was larger-than-life but it had nothing new to offer.”įilm exhibitor and distributor Akshaye Rathi said, “In my opinion, this strange consumption pattern that we are witnessing right now and the kind of content that is finding appeal, there will be a tug of war between it and it’s a matter of time before we find some kind of stability around the industry knowing what kind of content to make that the consumers want to consume it at large. When you have seen the best, then the question is whether your film matches upto it or not. They showed swag and larger-into-life appeal, unlike what we were used to watching in a Hindi film. Moreover, films like Pushpa, RRR and KGF - Chapter 2 also came into the light. So films like Shamshera are not finding any takers. In the pandemic, the OTT has changed the content consumption pattern of the audience. Girish Johar, producer and film business analyst, in agreement, elaborated, “This was a pre-pandemic film. After the pandemic, audiences have changed a lot and so has their consumption pattern.”

Trade analyst Atul Mohan agreed, “Before the pandemic, all these films had some novelty value.

But in the case of Shamshera, pre or post-pandemic, the film would not have worked.” Many of these films may have opened to better numbers and may have fared better before the COVID struck. So, the expectation from any and every Bollywood film is set at an all-time high. The watching habits changed during the pandemic. When asked why YRF is having such a bad time, trade veteran Taran Adarsh remarked, “No one wants to plan a flop when they start a film. Trade experts share their views on whether brand YRF has got affected With Shamshera’s debacle, Yash Raj Films has given five BACK-TO-BACK flops. This was followed by back-to-back flops like Bunty Aur Babli 2 (2021), Jayeshbhai Jordaar (2022), Samrat Prithviraj and now Shamshera. Their first film post-pandemic was Sandeep Aur Pinky Faraar (2021). They ended 2019 with a blockbuster War and the hit Mardaani 2. The mega debacle of the Ranbir Kapoor-starrer Shamshera has proved to be a huge blow for Yash Raj Films (YRF).

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