In recent years, Bollywood has seen a remarkable shift in the dynamics of box office success. Small-budget films, often driven by strong narratives and stellar performances, have managed to outperform many big-budget blockbusters.
The 2012 released ‘Vicky Donor’ is a prime example of a small-budget film hitting it big. With a modest budget of Rs. 5 crores, this unconventional comedy-drama about sperm donation struck a chord with audiences across India. The film, starring Ayushmann Khurrana in his debut role, combined humor with a taboo subject, delivering a fresh perspective on a sensitive issue. The result was a box office triumph, raking in an impressive Rs. 66.32 crores, showcasing the power of unique storytelling.
Another 2012 release, ‘Kahaani,’ directed by Sujoy Ghosh and featuring Vidya Balan, captivated audiences nationwide. This suspense thriller, produced on a modest budget of Rs. 8 crores, garnered critical acclaim and achieved a phenomenal box office collection of Rs. 104 crores. The film’s success underscores the immense potential of meticulously crafted, low-budget movies, securing its status as one of Bollywood's most acclaimed thrillers.
Fast forward to the current times, the film ‘12th Fail,’ adapted from Anurag Pathak's non-fiction book, presents the uplifting real-life journey of Manoj Kumar Sharma. Despite its modest budget of Rs. 25 crores, the film's success was not impeded. As per an official statement from the producers, ‘12th Fail’ impressively crossed the Rs. 50 crore milestone worldwide by its sixth week in theaters.
One of the most recent examples is ‘Bad Newz,’. Despite its modest financial backing, ‘Bad Newz’ has grossed an impressive Rs. 53.15 crore, showcasing that a well-crafted story can indeed resonate with viewers and achieve commercial success.
To delve deeper into this trend, we spoke with filmmaker and trade analyst Saurabh Varma, who explained, "Content has always ruled the box office. Yes, there are exceptions to the rule where stars have taken opening and there is a huge hype around the stars who are starring in a film, but it's always the content which will rule."
He highlighted how films like ‘Piku,’ ‘Pyaar Ka Punchnama,’ and ‘Vicky Donor’ have not only performed exceptionally well but also propelled relatively unknown actors like Kartik Aaryan and Ayushmann Khurrana into stardom. These movies, produced on modest budgets, captivated audiences with their authentic storytelling and relatable characters. "That's because good content rules," Saurabh Varma emphasized.
He further elaborated on the evolving preferences of the audience, stating, "Today with the evolving audience, I think grass-rooted Indian earthy stories always work and they are not just working in India but Indian stories are going all over the globe and that's the beauty of good content. So this year you see 'Kill,' you see other films like 'Munjya' where actors like Abhay Verma have become stars just because of good content and great packaging.".
Reflecting on the future, he hinted at even more innovative projects to come. He drew a parallel to the global success of iconic franchises, suggesting that we might see similarly transformative projects in Bollywood.
Further, director Aditya Sarpotdar shared his thoughts on how the pandemic altered viewing habits and expectations. "During the pandemic and after, a lot of people started watching content that was not necessarily dependent on star power. The idea was to watch good content that captivates people, keeps them hooked as a story, and showcases good performances, production design, cinematography, and technical presentation. This phase has really taken off," he noted
He highlighted the audience's growing appreciation for films that are rich in content, regardless of their budget. Aditya mentioned, "In the last year and a half, we've seen a lot of people coming to theaters to watch films that do not have to be big-budget productions. Mid-budget or small-budget films, if rich in content, are drawing in audiences. The choice that viewers make now depends significantly on whether the film attracts them with its plot, subject, story, trailer, and overall novelty. This maturation in audience preferences is evident in their decision to watch films that promise a unique cinematic experience."
The director further cited examples of recent successful films that have embraced this model, "This shift started with films like '12th Fail' and 'Madgaon Express' in Hindi cinema, and extended to regional films such as 'Manjumal Boys' and 'Avesham' in Malayalam cinema. These films, despite not having massive budgets, performed exceptionally well because they were high on content."
Aditya's 'Munjya' stands out as another stellar example of a small-budget film achieving remarkable success. Produced on a modest budget of Rs 30 crore, the film has managed to gross Rs 130 crore worldwide. This impressive performance underscores the audience's appreciation for its captivating storyline and excellent execution.
Sarpotdar also shared an encouraging message for filmmakers; he stated, “Even if they don’t have big numbers in terms of budgets to support their filmmaking, filmmakers can still succeed with conviction. If they can present a story in the best possible form, people will come and watch these films. The audience now expects a film to have good production value, but it doesn’t necessarily need to be a big-budget film. It just needs to have certain aesthetics and technical proficiency."
‘Munjya’ fame star Abhay Verma so earned high praise for his work also expressed his insights on the topic. He said, “Apart from attesting to the fact that opportunity shouldn't be measured money vise. It also proves that young talents get the opportunity now to be themselves and showcase their talent. And I think it is the best time to be a part of the family, we call the Hindi film industry.”
Further, Nikhil Bhat, filmmaker, and writer, offered his valuable insights into this phenomenon. "The reason why small budget films are working a lot like ‘Munjya’ or ‘Stree’ or ‘Bad Newz’, ‘Srikanth’, even ‘Kill’ for that matter, is working because, when these are made in small budgets, one, we have a little more, you know, a margin of experimentation. We can push the envelope because the stakes are not so high. So when the stakes are not so high, you can experiment with the story."
Bhat emphasizes that content remains paramount. "Content is the king. It is not, solely dependent on the actors, but also on the stories, also the mounting. So, that is also one of the reasons why low-budget films are working really well in the market," he added. This shift in focus from star power to storytelling has opened new avenues for filmmakers willing to take risks and innovate.
The influence of global cinema has also played a crucial role. "The audience is looking for different kinds of cinema. And thanks to COVID, where everybody was hooked on to films coming from all parts of the world, not just south or east or west of India, but also coming from Korea, Thailand, Turkey, Germany, or even the United States," Bhatt explained. This exposure to diverse cinematic styles has broadened viewers' tastes and expectations.
Nikhil’s action film ‘Kill,’ produced with a budget of Rs 20 crore, has also made a significant impact at the box office. Starring Lakshya, Tanya Maniktala, and Raghav Juyal, the movie though had a slower pace at the box office in recent weeks, it has managed to earn Rs 21.89 crore to date. The film's modest budget and respectable earnings underscore the potential for action films to capture audience interest, even with limited financial investment.
The director further illustrated this point by noting the changing preferences of audiences. "You know, the audience sitting in a Mirazapur or Muzaffar Nagar or Mysore, they have seen films coming from all different parts of the world, and they have realized what kind of content they want to get entertained with," Bhatt observed. This heightened awareness and demand for quality content have encouraged filmmakers to explore new narratives.
The rise of OTT platforms has also been a game-changer. "Thanks to OTT platforms, a lot of content is being absorbed by the audience. So their tastes are also changing. And with smaller films, because the stakes are not so high, the writers and directors can experiment with different kinds of stories, stories which are not necessarily formula-based," he pointed out. This environment of experimentation fosters creativity and innovation in filmmaking.
Nikhil Bhatt is optimistic about the future of small-budget films. "That's why the filmmakers can push the envelope. That's why I feel that these low-budget films and these smaller to medium-range budget films are going to do wonders even in the next coming years," he mentioned.
Movie trade expert Girish Wankhede shares his perspective on why these modestly funded movies resonate so well with audiences and critics alike. "Small-budgeted films are always loved by audiences because they have a certain connect to the audiences. They have a certain narrative style which is loved by them," said Wankhede.
This connection is evident in the success of films like 'Vicky Donor,' 'Bheja Fry,' and 'Kahaani,' all of which were produced with modest budgets yet garnered significant box-office returns and critical acclaim.
More recently, films such as 'Kill,' 'Bad Newz,' and 'Laapata Ladies' have continued this trend. Wankhede explained, "If we see films which are recently been successful at the box office like 'Kill' or even 'Bad News' or 'Laapata Ladies,' these have a certain connect with the audience. It has a certain narrative style or storytelling which is loved by the audiences."
One of the key factors contributing to the success of small-budget films is their ability to tell compelling stories without relying on big stars or extravagant production costs. "Audiences are not bothered about big stars being featured in big-budgeted films. They love films as such. So when they buy tickets to multiplexes or single screens, they are not bothered about what would be the budget of the film. They are concerned about the narrative style of the film," he asserted.
Wankhede believes that the core strength of these films lies in their content. "These are all the small budgeted films which have brought great engaging plots. Their narratives were quite interesting. That's why people loved them and even critics liked it. So I think it is all about the content at the end of the day," said Girish.
(Picture Courtesy: Facebook)
This shift towards valuing content over star power and production budget indicates a positive change in the industry. As Girish Wankhede noted, it reflects the audience's desire for meaningful, well-told stories that resonate with their experiences and emotions.
The landscape of Bollywood box office success is clearly evolving, with small-budget films making significant strides. The success of movies like 'Vicky Donor,' 'Kahaani,' '12th Fail,' and 'Bad Newz' underscores the power of strong narratives and relatable storytelling. Industry experts and filmmakers highlighted that audiences are increasingly drawn to content-rich films rather than star-studded, big-budget productions. This trend demonstrates that with compelling stories and innovative approaches, small-budget films can captivate audiences and achieve remarkable commercial success.
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