It's alright that Talaash couldn't achieve the 'hit' status. I did sense this early on when many were disliking the movie. Even the reviews weren't favorable (at least I think they weren't, can't remember now).
Like Blue-Ice said, the main problem with Talaash was the twist. It definitely was a W*F moment for many (at least those who didn't know the story, the people who knew didn't bother watching it) when Kareena turned out to be a ghost. I certainly wasn't expecting it and was left with a very confused expression.
But see, I'm a different case. I can enjoy any Aamir movie (except some from the early 90s and of course, MP) and Talaash for me was more of an emotional film than a supernatural thriller. Other people, the regular audience wouldn't view Talaash the same way. If they didn't like it, they didn't like it and it will reflect in the film's BO performance, unfortunately. 😒
The bottom line - the major flaw with Talaash was the twist. If there was any other twist besides the supernatural element, guaranteed this film would have crossed the 100 cr mark if it was able to cross the 90 cr mark with the ghost.
Anyway, Talaash was never my most awaited film of Aamir's from all his releases. There was excitement because it was Aamir's first major release after 3I but I always looked forward to Dhoom 3 and P.K. more than Talaash. Those I know will be successful entertainers!
14