Indian cinema, the world's oldest and largest film industry, is a vibrant mosaic of multilingual and multi-ethnic artistry that transcends regional boundaries. Often misunderstood as synonymous with 'Bollywood,' Indian cinema spans a diverse array of film industries, each contributing to the nation's rich cinematic legacy. In recent years, this vast and dynamic landscape has undergone a seismic shift, with Telugu cinema emerging as the new powerhouse, outstripping Bollywood in box office revenue and ticket sales in 2022. The COVID-19 lockdown further exasperated the Indian audiences, who confined to their homes, flocked to OTT platforms and discovered a wealth of films from beyond their linguistic and cultural zones. This newfound exposure has sparked a deeper appreciation for films rooted in compelling stories and exquisite storytelling craft, reshaping the way Indian audiences perceive and value cinema.
Bollywood, once known for its vibrant storytelling and rich cultural narratives, has recently struggled to maintain its status as a credible Film producer. The industry is currently plagued by a range of issues that have stunted its growth and diminished its national appeal, let alone global appeal. By examining the films produced in the recent past—such as Jugjugg Jeeyo, Brahmastra, Shamshera, Samrat Prithviraj, Laal Singh Chaddha, Gangubai Kathiawadi, Pathaan, Rocky Aur Rani Kii Prem Kahaani, Jawan, Fighter, Dunki, and Liger—we can identify the key challenges facing Bollywood today and the areas where the industry must improve to reclaim its former glory.
1. Formulaic Storytelling
In recent years, Bollywood has become synonymous with formulaic storytelling, where films rely heavily on repetitive narratives and overused tropes. Brahmastra (2022), Shamshera (2022), and Samrat Prithviraj (2022) are prime examples of this issue. Everything is so predictable in them. These films attempt to replicate the success of historical mythologies & epics but fail to bring anything new or innovative to the table. Brahmastra brings in heavy VFX with barely any finesse. It always came in the way of audience engagement. These movies fail miserably in premise, theme, characters, structure, and scene executions. The reliance on predictable plots and stock characters has led to a sense of fatigue among audiences, who are increasingly looking for fresh and original content. This formulaic approach not only stifles creativity but also diminishes the impact of the stories being told. Pathaan (2022) billed as the biggest success from Bollywood in recent times is based on only its Box Office Collections that are unverifiable in India. Lots of flash and bang with dadagiri dialogue delivery, but barely any storytelling craft. Again way too much VFX with barely any finesse that came in the way of audience engagement throughout. IMDB ratings depict an epic failure as discussed in our other article, “"Pathaan": A Spectacular Sacrifice of The Storytelling Craft.” A good story, rooted in originality and developed through meticulous storytelling craft, can break away from tired tropes, offering fresh and engaging narratives that captivate audiences across the board.
2. Over-Reliance on Star Power
Bollywood’s obsession with star power continues to overshadow the importance of strong narratives and well-crafted scripts. Brahmastra (2022), Laal Singh Chaddha (2022), and Pathaan (2023) illustrate this problem. These films were heavily marketed based on the star appeal of Ranbir Kapoor, Aamir Khan, and Shah Rukh Khan, respectively. However, the final products were criticized for their lackluster storytelling and underdeveloped characters. The over-reliance on star power often results in films that prioritize glamour over substance, leading to disappointment among audiences despite the presence of big names. Most of these "Stars" barely act to become the character of the story. They are themselves on screen as the script is often written for them. "Story-first" mindset and exquisite storytelling elevate premise, theme, 3-dimensional characters, structure, and narrative beyond star appeal, ensuring that the film's success is driven by the depth, meaning, and resonance of its story, not just the charisma of its cast.
3. Song and Dance Sequences
While Bollywood's song and dance sequences are a cultural signature, recent films like Pathaan (2023), Rocky Aur Rani Kii Prem Kahaani (2023), and Jawan (2023) have been criticized for their overuse of these elements, which sometimes detract from the narrative. Often they seem forced and redundant to the story itself and do not necessarily move the story forward. These sequences, while visually appealing, can feel awkwardly out of place, interrupting the flow of the story. International audiences, in particular, may find these interruptions jarring, reducing the film’s overall impact. While songs and dances are integral to Bollywood, there needs to be a balance that allows them to enhance rather than hinder the storytelling. When integrated thoughtfully into a strong narrative, musical elements can enhance rather than detract, adding emotional layers that deepen audience engagement. But this demands a deep thought process for it to have a profound impact on the story and cannot be executed by lazy filmmakers.
4. Length of Movies
The length of Bollywood films has long been a contentious issue, with many films stretching well beyond the two-hour mark. Samrat Prithviraj (2022), Brahmastra (2022), Laal Singh Chaddha (2022), and Gangubai Kathiawadi (2022) are recent examples where lengthy run times tested the patience of audiences. While these films were ambitious in scope, their extended durations led to pacing issues and diluted the overall impact of the narrative. In an age where viewers have access to a plethora of content, Bollywood must adapt by delivering more concise and tightly edited films that respect the audience’s time while maintaining the story's essence. A well-crafted story ensures that every scene serves the narrative, making the film's length feel justified and compelling, rather than drawn-out and burdensome. Read our article about, "Aamir Khan Should Have Stayed Laser-focused On The Storytelling Craft." Even worse was a long movie that seemed like an overly dramatized history textbook for the screen. Samrat Prithviraj was an epic missed opportunity from a storytelling perspective. It validates that the filmmakers of Bollywood have no clue what it means to tell a story that is believable, emotionally engaging, intellectually compelling, relevant, and meaningful.
5. Limited International Distribution
Despite its size, Bollywood continues to struggle with limited international distribution. Films like Laal Singh Chaddha (2022) and Samrat Prithviraj (2022) had the potential to appeal to global audiences but were hampered by restricted releases outside India and specific diaspora markets. These movies had to be exceptional for them to stand up against other world-class products, which they were not. A universally relatable story, crafted with care, transcends cultural barriers, making it more appealing to international audiences and increasing the potential for wider distribution. The lack of a robust international marketing strategy limits Bollywood’s reach, preventing these films from achieving the global recognition they must pursue. To compete on the world stage, Bollywood must prioritize international marketing and distribution efforts, ensuring that its films are accessible and engaging to audiences worldwide.
6. Language Barrier
With a multitude of languages and dialects in India, Bollywood films often face challenges in reaching national audiences due to language barriers. Brahmastra (2022), which was released in multiple languages, managed to overcome this challenge to some extent, but many other films do not receive the same level of support. Effective subtitling and dubbing are essential to making Bollywood films accessible to non-Hindi-speaking audiences. To maximize global potential, the industry must adopt a more inclusive approach to language, culture, and tropes around our shared humanity, ensuring that films are easily understandable to viewers worldwide. Thoughtful storytelling that engages and compels based on universal themes and our shared humanity, along with that which incorporates effective subtitling, and dubbing, can bridge linguistic gaps, making the film accessible to a national and global audience.
7. Commercial Focus Over Artistic
Bollywood’s emphasis on commercial success over artistic merit continues to be a significant issue. Films like Liger (2022), Pathaan (2023), and Fighter (2024) were marketed as big-budget spectacles but ultimately failed to deliver on narrative quality. The focus on box office returns often leads to films that lack depth and artistic integrity. This commercial-driven approach has resulted in a homogenization of content with movies where predictability is a norm, cliches are celebrated, and creativity takes a backseat to profitability. To regain its status as a global cinematic leader, Bollywood must strike a balance between commercial appeal and reimagined artistic excellence. Balancing commercial appeal with artistic integrity through strong storytelling can create films that are both profitable and critically acclaimed, satisfying both industry and audience expectations.
8. Censorship
The Indian Censor Board’s stringent guidelines have often limited creative expression in Bollywood films. Gangubai Kathiawadi (2022), Pathaan (2023), and Jawan (2023) faced censorship issues that sparked debates on the freedom of expression in Indian cinema. These restrictions not only stifle creativity but also prevent important social issues from being addressed in a meaningful way. To foster a more vibrant and dynamic film industry, there needs to be a reevaluation of censorship practices, allowing filmmakers to explore diverse themes and narratives without fear of undue interference. A well-told story can navigate the constraints of censorship while still delivering powerful, thought-provoking messages that resonate with audiences. Once again lazy filmmaking does not produce such well-told movies. Gangubai Kathiawadi was a disastrous production from the storytelling perspective. Read our article on, "A Bollywood Saga of Inflated Accolades and Audience Discontent."
9. Representation and Stereotyping
Bollywood has been criticized for its portrayal of gender roles, colorism, and representation of LGBTQ+ communities and minorities. Films like Shamshera (2022), Pathaan (2023), and Laal Singh Chaddha (2022) have faced backlash for perpetuating harmful stereotypes and failing to offer nuanced portrayals of diverse communities. The industry's reluctance to embrace inclusivity, diversity, and equity challenges societal norms and is a significant barrier to progress. To create films that resonate with modern audiences, Bollywood must prioritize authentic representation and move away from outdated stereotypes. Exquisite storytelling with well-rounded characters with depth can challenge stereotypes, offering more nuanced and authentic representations of diverse communities. But often such movies get pigeonholed as "art" films and do not get the widespread screenings that commercial films in India do.
10. Technical Quality
While there has been significant improvement in Bollywood’s technical aspects, some argue that the industry still lags behind Hollywood standards in cinematography, sound design, and special effects. Pathaan (2023) and Brahmastra (2022) were heavily criticized for their inconsistent and subpar visual effects, which detracted from the overall viewing experience. As global audiences become more discerning and accustomed to high production values, Bollywood must invest in technical excellence to compete on the world stage. Read our article about, "The Broken Astra: The Storytelling Failure of 'Brahmastra Part One'." Improving technical quality is essential for creating films that are not only visually stunning but also believable, immersive, and engaging. A good story, well-told, can elevate the entire film's production value, ensuring that technical aspects like cinematography and sound design are aligned with the narrative's emotional and intellectual depth.
11. Limited Genre Diversity
Bollywood has traditionally been dominated by romantic and action genres, with less exploration of genres like horror, sci-fi, or experimental cinema. Films like Brahmastra (2022) attempted to venture into the fantasy genre but struggled to break free from the traditional Bollywood mold. The industry's reluctance to explore diverse genres limits its creative potential and reduces the variety of cinematic experiences available to audiences. Expanding into different genres can help Bollywood tap into new markets and cater to a broader range of viewer preferences. By embracing a wider range of genres and storytelling techniques, filmmakers can explore new and exciting narratives that push the boundaries of Indian cinema.
12. Scriptwriting Quality
There’s a growing perception that scriptwriting in Bollywood does not receive the same emphasis or respect as acting, direction, or production, affecting story and storytelling quality. Films like Pathaan (2023), Jugjugg Jeeyo (2022), Samrat Prithviraj (2022), Shamshera(2022), and Liger (2022) were criticized for weak scripts that failed to engage audiences or provide a compelling narrative. The focus on star power and spectacle often overshadows the importance of a well-crafted script, leading to films that are visually impressive but narratively hollow. To elevate the quality of Indian cinema, there must be a renewed focus on developing strong, original scripts that prioritize storytelling over superficial elements. Investing in script development through detailed outlines and multiple drafts ensures that the foundation of the film is strong, leading to a more polished and compelling final product. Unfortunately, Bollywood filmmakers take a poorly made movie like JugJugg Jeeyo and bring in the lowest common denominator of the Indian society to watch the movie in the first 2-3 weeks after theatrical release with high-octane marketing of even falsehoods, to declare it a major success. Read our article about "Exposing the Truth about Bollywood’s Film Review Manipulation."
13. Focus on the Domestic Market
Bollywood’s primary focus on catering to domestic tastes often means that international sensibilities and themes are underexplored. Films like Samrat Prithviraj (2022) and Rocky Aur Rani Kii Prem Kahaani (2023) struggled to resonate outside India due to their culturally specific narratives and lack of universal themes. This is rather a regressive approach to filmmaking ventures. To achieve global success, Bollywood must broaden its storytelling approach to include themes that are relatable and engaging to a diverse, international audience. The key is to focus on universal themes and our shared humanity. A well-crafted story that incorporates both local and global themes built on our shared humanity across man-made boundaries can appeal to both domestic and international audiences, expanding the film's reach. Read our article - "The Pixar Paradigm: Lessons in Storytelling Craft from the Masters of Animation"
14. Lack of Global Marketing
Indian films often do not receive the same level of international marketing push as their Hollywood counterparts. Even films with the potential to succeed globally, like Jawan (2023), require significant marketing efforts to reach wider audiences. However, many Bollywood films lack the marketing strategy needed to penetrate international markets, limiting their success. To compete on a global scale, Bollywood must invest in robust marketing campaigns that highlight the unique aspects of Indian cinema and appeal to a global audience. A powerful story with universal themes is more likely to gain traction globally, making marketing efforts more effective and the film more successful abroad. This is such a misplaced marketing effort and a bizarre trailer launch of Samrat Prithviraj (2022). One can notice that the Bollywood filmmakers direct their entire effort to the lowest common denominator of Indian society. But, like the movie "Gandhi" by Richard Attenborough from 1982, this could have very well been a story told for a worldwide audience.
15. Piracy
Piracy remains a significant issue in the Indian film industry, affecting profitability and thus the perceived quality and investment in cinema. Films like Pathaan (2023) and Samrat Prithviraj (2022) were leaked online before their official release, leading to substantial financial losses. We don't see as much piracy elsewhere in the world. Not anymore at least. The prevalence of piracy not only impacts box office revenue but also discourages investment in high-quality productions. To combat this, the industry must implement stricter measures to protect intellectual property and ensure that filmmakers receive the full financial benefit of their work. Strong, compelling storytelling can create films that audiences feel are worth experiencing in theaters, reducing the impact of piracy by drawing them into the cinema.
16. Cultural Specificity
Some cultural nuances and themes in Bollywood films may not translate well or appeal to international audiences. This can be easily addressed as you break into the story idea and develop it with premise, concept, characters, structure, scenes, and plot. Films like Laal Singh Chaddha (2022) attempted to address universal themes but struggled to bridge the cultural gap. The cultural specificity of Bollywood films can be both a strength and a limitation, depending on how well the themes are communicated to a broader audience. To achieve global appeal, filmmakers must strike a balance between staying true to Indian culture and making their films accessible to international viewers. While maintaining cultural authenticity and staying true to the values, a well-crafted story can incorporate universal themes while the narrative is built on our shared humanity across manmade boundaries, making it resonate with audiences worldwide.
17. Dependence on Nostalgia
A tendency to rely on nostalgia, reviving old hits and themes, can sometimes hinder innovation in Bollywood. Films like Coolie No. 1 (2020) and Liger (2022) attempted to capitalize on past successes but failed to resonate with modern audiences. This overreliance on nostalgia stifles creativity and prevents the development of new, original content. Bollywood must embrace innovation and focus on creating fresh narratives that reflect the changing tastes and expectations of contemporary audiences. Original storytelling, grounded in innovative ideas, can move beyond nostalgia, offering new experiences that captivate both old and new audiences. Even if a movie remake is attempted, do not pursue it if it cannot be made better than the original by making it your own. Remakes can be successful if you reinvent and reimagine in creative ways. Read our article - "The Art of Reinvention: Transformative Storytelling in Film Remakes." Instead, a movie like Liger which was a complete disaster of a remake of a 2003 Telugu movie, on which the plug should have been pulled way before release.
18. Economic Disparities
Budget constraints compared to Hollywood can limit the scope of Bollywood films, particularly in genres requiring high production values like sci-fi or fantasy. But. films like Brahmastra (2022) and Ra.One (2011) attempted to compete with Hollywood blockbusters but fell short due to production talent limitations that affected the quality of special effects and production design. The economic disparity between Bollywood and Hollywood can be a challenge, but it also presents an opportunity for Indian filmmakers to innovate within their means, focusing on strong storytelling and creative solutions to budget constraints. A compelling story can overcome budget constraints by focusing on narrative strength, proving that great storytelling doesn't always require blockbuster budgets. But lately, as Indian films with huge budgets are becoming the norm, ensure we caution on not being "penny wise and pound foolish."
19. Criticism of Nepotism
The industry faces criticism for nepotism, where family connections rather than talent can determine opportunities. This issue was brought to the forefront with the untimely death of actor Sushant Singh Rajput in 2020, sparking a nationwide debate on the prevalence of nepotism in Bollywood. Films like Sadak 2 (2020), which featured star kids, were heavily criticized and faced backlash for perpetuating this practice. Nepotism not only limits opportunities for deserving talent but also undermines the industry’s credibility. To move forward, Bollywood must prioritize merit over connections, fostering a culture that values talent and hard work. Prioritizing storytelling craft over star lineage can open doors for fresh talent, ensuring that films are driven by narrative quality rather than industry connections.
20. Global Recognition
Despite its size, Indian cinema has historically received limited recognition at major international awards, affecting its prestige on the world stage. While films like Slumdog Millionaire (2008) and Lagaan (2001) have garnered international acclaim, they are exceptions rather than the norm. The lack of global recognition is partly due to the issues mentioned above, which collectively hinder Bollywood’s ability to compete with global cinema. To achieve greater recognition, Bollywood must address these challenges, focusing on creating high-quality, universally appealing films that can stand alongside the best in the world. A film with a strong story and impeccable storytelling craft is more likely to gain international acclaim, elevating Indian cinema on the global stage. Watch the storytelling craft incorporated just in this sequence.
Story & Storytelling Craft is Paramount
In the world of cinema, the foundation of a great film begins long before the cameras roll—it's rooted in the story and its meticulous development. Picking a good cinematic story is not just about finding an intriguing premise; it's about dissecting that idea and nurturing it through every stage of production. By breaking into the story idea and developing a detailed outline, filmmakers can ensure that every narrative element is aligned with the core theme, making the final script a cohesive and compelling piece of art. This initial investment in storytelling craft allows for a more structured and purposeful script, which in turn, serves as the backbone of the entire filmmaking process. Read our article about, "Prioritizing Brilliant Storytelling Craft in Indian Filmmaking Over Box-Office Success."
As the story transitions from outline to script, the integration of storytelling craft becomes even more crucial. This is where character development, plot progression, and thematic depth are meticulously layered to create a narrative that is not only believable but also emotionally engaging. By focusing on these elements during the scriptwriting phase, filmmakers can create characters that resonate with audiences, plot twists that feel earned, and dialogues that drive the story forward in a meaningful way. This careful attention to detail ensures that the story unfolds naturally, allowing the audience to connect with the film on a deeper emotional level.
Moreover, when a story is developed with intellectual rigor and a commitment to relevance, it elevates the film from mere entertainment to a work of art that has a lasting impact. By crafting a narrative that is intellectually compelling and relevant to contemporary issues, filmmakers can engage audiences in a dialogue that transcends the screen. This approach not only enhances the movie's meaningful impact but also ensures that it stands the test of time. Through every stage of production, from pre-production to the final edit, a well-crafted story guides the creative process, resulting in a film that captivates, challenges, and inspires. In an industry that often prioritizes spectacle over substance, returning to the roots of storytelling craft is the key to creating cinematic experiences that are both powerful and enduring.
Conclusion
The Indian film industry, particularly Bollywood, is at a crossroad. The challenges it faces, from formulaic storytelling and over-reliance on star power to issues of representation, technical quality, and global recognition, must be addressed for it to thrive in the modern cinematic landscape. By embracing innovative storytelling, investing in technical excellence, and fostering a culture of meritocracy, Bollywood can overcome these obstacles and reclaim its position as a global cinematic powerhouse. The industry’s future success hinges on its ability to evolve and adapt, ensuring that it remains relevant, impactful, and capable of resonating with audiences both at home and abroad.
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