Is it the beginning of the end of Masala Genre?

In the past 6 months there have been quite a few instances which suggest that Masala genre is losing its shine at the Box Office, with films like Khiladi 786 and Himmatwala failing to even open decently at the ticket window.

Khiladi 786 opened in 2700 screens all over but could only collect 30-31cr (Nett) in its opening weekend, whereas, Ajay Devgn's Himmatwala did a business of 26-27cr (Nett) in the first 3 days in 3000 plus screens. For films releasing on such huge print count these numbers are very ordinary to say the least and considering these films are Masala films which have the largest base amongst the masses, make these numbers look even worse.

Ideally these 2 films should have had opening weekends of 40-45cr minimum since Khiladi 786 was coming after Rowdy Rathore (Akshay Kumar's biggest hit), hit music with 4 chartbuster songs and great promotional campaign by the makers. The film should have taken a flying start at the ticket window but its average opening took everyone by surprise. Same is the case with Himmatwala now. It's a remake of a superhit film with a director who has delivered 3 back to back hits and Ajay Devgn coming after 2 consecutive 100cr films (Bol Bachchan and Son of Sardar) combined along with other factors like good promotional drive and no big film release for last few weeks. Its opening weekend should have been big but the film started falling on second day itself.

The other big Masala film which released in last 6 months was Salman khan's Dabangg 2, though the film opened well at the box office collecting ?100cr approx in First week itself , it folded under 150cr which can be called an underperformance considering its opening week.

With 2 Big masala films (Himmatwala and Khiladi 786) failing to open at box office and another big masala film (Dabangg2) underperforming at the box office, can we assume that the audience is getting bored of this genre now or this was the case of film's promos not sending the correct vibe to the audience? With Srk coming with a Masala film soon (most probably Eid) will it also fail to excite the audience like recent Masala films or will the scenario be different in case of Srk and Rohit Shetty's Chennai Express?

https://talkingmoviez.com/is-it-the-beginning-of-the-end-of-masala-genre/

Originally posted by: Dexterkilaila

Gahd I hope so.

Originally posted by: Kal El

Masala is immortal. When God rested on the seventh day, He watched a masala movie.

Originally posted by: Kal El

Masala is immortal. When God rested on the seventh day, He watched a masala movie.