Shahid Kapoor explained Bollywood’s box office struggles stem from both audience impatience and a lack of quality films, not just short attention spans.
Shahid Kapoor on Why Bollywood Films Are Struggling at the Box Office
A film’s success depends on multiple factors, including casting, story, budget, and promotion, but there is no guaranteed formula to predict which movies will truly connect with audiences. The bond between cinema and viewers has always been strong, yet in recent years, audience behaviour has noticeably changed.
The recent shifts are contributing to Bollywood’s recent slump, as audiences seem increasingly reluctant to step into theatres.
Amid this debate, Bollywood actor Shahid Kapoor shared his perspective ahead of the release of his upcoming film O’ Romeo, explaining that the industry’s challenges cannot be attributed solely to “low attention spans.”
In a discussion with Prakhar Gupta on his YouTube channel, Shahid said, “See, the candle is burning from both ends. The audience is losing patience; their minds can’t focus. They need stimulation, they need breaks, because it’s a dopamine hit. The creators are doing the same to themselves, so when they try to focus and work, their ability to create is compromised. It’s not that the audience doesn’t want to watch films; it’s also that we are not making as many good films as we should. So it’s a two-way process."
Shahid highlighted that the issue is mutual audiences are seeking quick gratification, and creators are under pressure, which affects the quality of content. “It’s a two-way process,” he emphasized.
Shahid also discussed over-marketing in the film industry, which he believes can compromise the integrity of art. He said, “People don’t understand, but it’s a miracle of life. That a room full of people is actually clapping, whistling, and acknowledging you, giving you status above their own, it’s a very beautiful thing. That’s why art is special. But when that purity starts to be disrupted and something manufactured comes into it, it no longer feels the same."
Reflecting on the balance between promotion and ethics, Shahid noted, “Marketing is something everyone has to do, you have to do it, I have to do it. But when does marketing cross the line between right and wrong? How much is too much? That really comes from your own sense of morality. If you’re choosing to work from that place, it’s different. But if you’re only working for business and numbers, then that’s just business and numbers, and that’s your experience of life."
He stressed the importance of authenticity in art, “If you are seeking something authentic, human, spontaneous, then you should let it happen. Don’t try to control it."
Shahid Kapoor has several exciting projects lined up. His upcoming film O’ Romeo is set for release on February 13, 2026, featuring an ensemble cast that includes Tripti Dimri, Nana Patekar, Avinash Tiwary, Tamannaah Bhatia, Disha Patani, and Vikrant Massey.
He will also star in Cocktail 2, alongside Rashmika Mandanna and Kriti Sanon.
Shahid emphasized that when a film truly resonates with audiences, repeat viewings and strong word-of-mouth remain the most effective forms of promotion.
