Could the barrage of movies from top stars lead to viewer exhaustion?

Several prominent actors are gearing up for a string of movie releases in rapid succession, sparking concerns about the repercussions of this strategy amidst a potential audience backlash. This surge in output comes on the heels of multiple box office disappointments for actors like Akshay Kumar and Ajay Devgn, prompting industry observers to question the prudence of flooding the market with their films.

Kumar and Devgn, whose recent endeavors like “Bade Miyan Chote Miyan,” “Maidaan,” and “Mission Raniganj” failed to make a mark at the box office, are poised to unleash a slew of new projects onto audiences this year. While some argue that the frequency of releases may not necessarily be detrimental if the films are of high quality and engaging, others suggest that certain actors might be stretching themselves too thin, potentially diluting their brand value.

Since the onset of the pandemic, Kumar has seen a staggering ten movie releases, with three hitting screens in 2023 (“Selfiee,” “OMG 2,” and “Mission Raniganj”) and one in 2024 (“Bade Miyan Chote Miyan”). Adding to the lineup, four more Kumar films are scheduled for release this year, including “Sarfira” in June, and “Khel Khel Mein,” “Sky Force,” and “Welcome to the Jungle” between September and December.

Meanwhile, Devgn, who has already appeared in “Shaitaan” and “Maidaan” this year, has lined up titles like “Auron Mein Kahan Dum Tha,” “Singham Again,” and “Raid 2” for release before year-end. Additionally, Rajkummar Rao, with two releases slated for May alone (“Srikanth” and “Mr & Mrs Mahi”), is expected to see two more movies, “Stree 2” and “Vicky Vidya Ka Woh Wala Video,” hitting screens in 2024.

While acknowledging the actors’ contributions in keeping projects afloat during the pandemic-induced disruptions, industry insiders caution against potential viewer fatigue resulting from such rapid-fire releases. The consensus is that if films consistently underperform, it might be wise for actors to reevaluate their approach and return with fresh offerings after a hiatus.

Moreover, the repercussions of consecutive flops are not limited to the actors themselves, as producers and studios bear the brunt of financial losses. Additionally, external factors such as pressure from OTT platforms to adhere to release schedules can further compound the situation.

Girish Johar, a film producer and industry expert, emphasizes that the frequency of releases is secondary to the quality and substance of the projects. He cites examples like Kumar’s “OMG 2,” which managed to draw audiences despite its rapid release, highlighting the importance of a well-crafted narrative.