Javed Akhtar wonders why south films are dominating, Aamir explains bigger issue

Javed Akhtar questioned why South films thrive in the North, while Aamir Khan blamed Hindi cinema's flawed OTT model and loss of emotional depth. He urged creators to focus on authentic storytelling.

In Short

• Javed Akhtar questions South films' success in North India
• Aamir Khan highlights flawed Hindi cinema business model
• Hindi cinema losing touch with basic emotions, adds Aamir

Screenwriter Javed Akhtar has joined the ongoing conversation about the declining quality of Hindi cinema. He questioned the success of South Indian films in the North Indian belt despite being headlined by "unknown stars." He was speaking to Aamir Khan at the launch of Aamir Khan: Cinema Ka Jadugar, a special film festival by PVR INOX.

During a conversation with Aamir, Javed asked, "The [Hindi] films have lost all connectivity with the audience. Dubbed South Indian films, featuring stars who are unknown to audiences here in North India, are releasing and doing Rs 600-700 crore business. Even the few of our films that end up working are also directed by people from the South. What happened to our people?”

Aamir argued that this is not a North vs South problem. “The problem we are facing is something different,” he said before highlighting a flawed business model in Hindi cinema.

“Ours is the only industry that goes around requesting people, ‘Please come and consume our product (film). If you don’t, we’ll come and drop it off at your doorstep in eight weeks (through OTT platforms). This is our business model," said Aamir.

He continued, "After eight weeks, you will get to watch my movie for which you had already paid (through a subscription). I don’t know how to sell the same product twice. Earlier, I used to watch movies because I had no option. Now, I go to theatres for the fancy of it. Since we can watch movies anywhere, there’s no absolute need to go to theatres. So we’ve killed our own business model."

The actor also emphasised, "Writers and directors in Hindi cinema are trying to entertain an audience that is slightly more refined. They have forgotten their roots, the basic emotions, the sharper emotions. We are choosing to talk about different aspects of life, we are not sticking to broader strokes."

Aamir Khan believes that film creators need to focus on the content they want to create instead of giving in to external pressure. "I can make only that which comes from within me. I don't think about whether it will be a hit or a flop," said Aamir.

Recently, Hansal Mehta and Vivek Agnihotri also expressed their opinions on the current state of Hindi cinema. While Agnihotri suggested that Bollywood is falling, Mehta argued that the Hindi film industry needs a reset.