Why Bollywood’s festive weekends are no longer sure-shot winners

Festivals may once have guaranteed Bollywood a box-office windfall, but this year is proving that releases around major holidays no longer work like magic.

- LataJha

Big holiday weekends such as those that came with Eid, Diwali, and Independence Day were known for bolstering box office by 30-40% in the past, but Bollywood’s festive fortunes have fallen significantly, particularly post covid.

With none of the major festivals delivering hits this year—and, in many cases, since the pandemic overall—trade experts say the absence of big star-led films is hurting the industry, as is the trend of multiple titles competing for attention and cannibalizing cach other's business. Theatre owners have been accused of inflating ticket prices during major festivals, a strategy that backfires when films fail to draw audiences. Ticket rates are often hiked by 20-30% during festivals.