In an exclusive conversation with Bollywood Hungama, renowned film critic and trade analyst Taran Adarsh discussed the underperformance of Alia Bhatt’s Jigra, produced by Karan Johar’s Dharma Productions and directed by Vasan Bala. While Adarsh admitted he hadn’t yet watched Jigra due to his travels, he provided insights into why he believes the film struggled at the box office.
EXCLUSIVE: Taran Adarsh DECODES why Alia Bhatt starrer Jigra fell short, advises Karan Johar to focus on Dharma Productions’ “core strength”; says, “You’re making films for a desi audience, so cater to them”
“Mismatch Between Commercial Goals and Creative Vision”
Adarsh pointed to a fundamental disconnect between the film’s commercial aspirations and the choice of director. “On paper, I feel, that when you are interested… you want to make a commercial film, you want to reach out to a wide audience and then you take a director, whose sensibilities are not matching that,” he said.
Adarsh went on to reflect on Dharma Productions’ roots, noting how the studio was originally known for films with strong mass appeal. “Dharma’s journey began with Dostana, a massive hit directed by Raj Khosla, starring Amitabh Bachchan, Shatrughan Sinha, and Zeenat Aman. Yash Johar produced many films, some worked, some didn’t, but they were rooted in entertainment for the masses. Karan Johar then continued that legacy with films like Kuch Kuch Hota Hai and Kabhi Khushi Kabhie Gham, which resonated deeply with audiences,” he explained.
“Metro-Centric Films Alienate Larger Audiences”
Adarsh explained the importance of appealing to a Pan-Indian audience rather than focusing on urban centres. “If you start making films solely for a selective urban audience in 5-6 metro cities, it’s bound to flop. Many exhibitors have told me that Hindi films don’t perform well as consistently as South Indian films. Why? Because South Indian films retain the ‘masala’ appeal that draws audiences,” he stated.
He further noted that in Bollywood’s golden era, mainstream films were essential in cultivating superstars and mass popularity. “In the 1970s, masala films ruled the industry. Today, if you start making metro-centric films that resonate with a smaller, urban segment, you’re neglecting the larger audience,” Adarsh observed.
“Catering to Critics vs. Catering to the Audience”
Questioning the priority given to critical acclaim over mass appeal, Adarsh highlighted how catering to the tastes of a limited urban demographic can be detrimental to a film’s success. “Are you making films for the audience in Bandra to Versova? Or are you seeking validation from critics who want Hollywood standards in Bollywood? You’re making films for a desi audience, so cater to them,” he said. He pointed out how Jigra‘s strategy, by focusing on a select demographic, missed the wider appeal essential for box-office success.
Quoting Vidya Balan’s famous line from The Dirty Picture, Adarsh added, “It’s all about entertainment, entertainment, and entertainment—whether you like it or not. Critics may not appreciate films like Stree 2, Jawan, or Pathaan, but the audience and the box office do. At the end of the day, it’s the box office that matters.”
“Box Office Success Trumps Reviews”
In his closing remarks, Adarsh underscored the undeniable importance of box office performance over critical reviews. “Every Friday, producers wake up checking reviews, but by afternoon, they’re asking about the box office collection. Those review stars are forgotten; what ultimately matters is the box-office revenue,” he asserted.
More Pages: Jigra Box Office Collection , Jigra Movie Review
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