2018 has been a very unique year. In a lot of ways this has
been an interesting year for those who can understand the historical churns of
Bollywood. Somewhere in the late 80s the
violence genre ruled by Amitabh and other names like Dharmendra and Mithun in
particular gave way to the new age of fun films and romance. The three Khans happened
from 1987 to 1992 and since then all three have only build their fan base with
one bit hit after the other.
2018 therefore has been unique the three Khans who once had
movies which felt like fresh new air or now part of the stale old order which
is refusing to change or so it seems. The Ayushmans and Rajkumarraos have
served warning notices with content rich cinema which has held its own against
big names like Race3, Thugs of Hindostan and Zero. In fact the Khans now look
ironically struck in a larger than life image which was the case when they came
knocking the doors in 1980s with the older superstars then.
The third part of why 2018 is actually a very big manifestation
of the kingdom ending is in the fact that never before have all three Khans
failed together. In fact most of the times it was two of them succeeding and
one not doing so well . If we were to dissect the situation further then the
weakest on box office today is the man who once could do nothing wrong at the
Box Office – ShahRukh Khan. Post Happy New Year which came almost five years
ago, none of his films have done very well in India. Yes his fans and
supporters will point out that his overseas collections and therefore worldwide
collections still make his movies money spinners but with the last two outings
like Jab Harry Met Sejal and Zero even overseas audiences seem to be deserting
the auditoriums.
Salman has been in one hit one flop mode for a long time
now. However given the way Race3 has bombed it is clear that he will have to be
very careful and on his toes with his next one.
The audiences have given a stern message that image and hype won’t work
anymore.
Aamir infact has the strongest ground amongst the three
Khans. However the way Thugs Of Hindostan went down , in fact its numbers
actually sank on the opening Sunday which is extremely shocking. Fact that this
movie was the first joint outing of Amitabh and Aamir has also really been the
fact that why this movie has been the disappointment of the year and the
biggest damage it did was to the perfectionist image of the content rich Khan.
Does this therefore mean that the Khan rule is coming to an
end. The answer is difficult to arrive at. In some sense the answer is yes. The
audiences are no longer willing to get fooled by formulae struck offering of
the Khans. In Salman’s case his logic defying films have been crashing Race3
was a colossal failure. In SRK’s case the audiences are now summarily rejecting
his repeated forced romantic avatars. Aamir to that extent did not have an
image but it will take some effort to undo the damage of Thugs.
In some ways the answer to the above question is No too
because the initial audiences are still guaranteed when these three are in a
movie but here is the warning for a long time Amitabh supporters gave this argument
when his fortune as a superstar showed decline post 1988. That initial
generating audience for Amitabh disappeared sooner than later.
Again in the example of Amitabh is the biggest hope for
Khans. Amitabh quickly repositioned himself. He was willing to share the
limelight with younger stars. Post Mohabbatein in fact this strategy of
competing with younger stars made Amitabh look better richer and far more
dignified. In fact the cult of Amitabh grew further.
The Khans could do that, lets face it all three of them are
above 50 now. However hard they try some roles will go out of their range now.
The key is look further ahead and move to a better new content. Repeating and
hoping that days of a Dilwale Dulhaniya Le Jayenge or Mainey Pyar Kiya of
Qayamat Se Qayamat Tak will return will be suicidal for the Khans. In any case
the audiences have sound the warning bells more than once for all of them. The
kingdom will surely change, it will no longer look like the way it has been for
the Khans.
Having known them for so long looks like they will survive
but only if the changing audience trend is respected by them.