For years, Bollywood has been the face of Indian cinema on the global stage, a brand synonymous with larger-than-life musicals and star-studded spectacles. However, in a post-pandemic world, a new trend has emerged, with a clear divide in the industry’s performance. While South Indian films like KGF, Kaithi, Vikram, Hanuman, Kantara, and Baahubali, Pushpa and Jailer have delivered blockbusters rooted in rich stories and strong narratives, Bollywood seems to be struggling. Despite massive budgets and A-list actors, many of its big-ticket films are failing to connect with audiences. This raises a critical question: is Bollywood truly lacking in great stories, or has a fundamental shift in its production model created a hindrance to authentic storytelling?
The Rise of Corporate Studios and the Fall of the Story
The primary reason for Bollywood’s current dilemma can be traced to the corporatization of the film industry. In the past, writers and directors often had direct access to actors, allowing for a more collaborative and creative process. A director could approach an actor with a compelling script, and the film would be built around the story. This model, which still largely thrives in the South Indian film industry, prioritizes the narrative and the director’s vision.
Today, Bollywood’s landscape is dominated by large corporate production houses. The system has reversed; now, a film is often greenlit based on the star attached to it, not the story. Corporate houses want a “bankable project,” and in their view, a big star is the surest way to guarantee a return on a massive investment. The story, in this new paradigm, often becomes a secondary concern. As a result, many scripts are tailored to fit the star’s image, rather than the other way around, leading to formulaic and uninspired content. The focus shifts from developing a strong, character-driven narrative to creating a “star vehicle” with grand sets and elaborate action sequences, often sacrificing emotional depth and authenticity.
The Star-First Mentality: A Vicious Cycle
The financial model of Bollywood has also contributed to this issue. Actors’ fees have skyrocketed, often consuming a significant chunk of the film’s budget. Producers are left with a limited budget for the actual production—including writing, direction, and technical departments—after paying the stars their hefty fee. As a consequence, the very elements that make a film great—a well-researched script, a strong visual aesthetic, and a focused production—are compromised.
Several industry insiders, including producer Karan Johar, have openly discussed this issue, highlighting the unsustainable nature of this star-driven system. They argue that actors’ salaries have risen disproportionately, even after box office failures. This creates a vicious cycle where producers are forced to chase big stars for their projects, further elevating their fees, all while the quality of the content suffers. This is a stark contrast to South Indian cinema, where a good story is often the biggest star, and actors are more willing to work with younger directors on compelling, high-concept projects for a reasonable fee.
The Unsung Writers and Directors
This corporate-driven system has created a major roadblock for talented new writers and directors. It has become increasingly difficult for them to get their original, unconventional scripts to the right people. Unlike in the past, where a compelling story could open doors, today’s system favours established connections and a star’s approval. Many writers feel underpaid and under-credited, leading to a talent drain. In a recent conference, several acclaimed screenwriters discussed the “broken system” and the uphill battle they face. They noted that many of the rules that dictated what would work in Bollywood have been broken, creating an opportunity for “disruptors,” but the corporate model is still slow to adapt.
The success of films like Kantara and Hanuman proves that audiences are hungry for stories that are deeply rooted in Indian culture, mythology, and folklore. These films connected with viewers not because of their star power, but because of their authenticity and powerful storytelling. The narratives were local, but the emotions they explored were universal. This is a lesson that Bollywood can learn from, and it is a path that could lead to a creative renaissance for the industry.
A Call for a Creative Revolution
The current trend of prioritizing star power and corporate backing over a compelling narrative is not a sustainable one. The audience, now exposed to high-quality content from around the world through streaming platforms, has become more discerning. They are no longer willing to pay a hefty price for a film that lacks a strong story, no matter how big the stars are.
For Bollywood to regain its footing, it needs to shift its focus from stars to stories. Production houses should invest more in writers and directors, giving them the freedom and resources to create original and well-researched films. The industry must return to a model where a powerful script is the foundation of a film, and the actors are simply the vehicle to bring that story to life. If Bollywood can come out of this trend and start paying for stories and production instead of inflated actor fees, it can once again deliver the kind of cinema that resonates with audiences and delivers box office hits.
