The Hindi film industry has been navigating a challenging phase, with many recent releases struggling to make a mark at the box office. Apart from exceptions like Chhaava, featuring Vicky Kaushal, 2025 has yet to witness a major commercial success. Amid this climate, Ajay Devgn—currently promoting his upcoming film Raid 2—shared his thoughts on Bollywood’s ongoing slump.
Speaking at the trailer launch of Raid 2, Ajay was reminded that he remains one of the few actors to have delivered successful franchise films post-COVID, with titles like Drishyam 2 and Singham Again. Asked about how he approaches such projects in uncertain times, he remarked, “We’re still in a phase of struggle. There’s no clear understanding yet of what exactly will draw audiences to theatres. However, we do believe we’ve gained some insight into how viewer preferences have evolved.”
He further elaborated, “During the pandemic, audiences were exposed to a wide range of international content through OTT platforms. That shift has influenced tastes, and we’re trying to adapt accordingly. But to be honest, there’s still a lot of uncertainty. We’re all trying to understand and evolve.”
When questioned about whether high ticket prices are contributing to the decline in theatre attendance, Ajay dismissed the idea, citing Chhaava as an example. “Audiences are coming to theatres despite the existing ticket rates. I don’t think pricing is the issue. It’s more about choice—they’re being selective about what they want to watch. If the trailer, teaser, or songs connect with them, they turn up. The problem lies in how we’re promoting films. Content is key. If the audience sees something compelling in the promotional material, they will come.”
