
On March 30, 2025, Salman Khan’s much-anticipated film Sikandar hit theaters, coinciding with the festive occasion of Eid—a period traditionally dominated by Khan’s releases. However, instead of the usual box-office euphoria, Sikandar was met with lackluster reviews and disappointing ticket sales. The film managed to collect only ₹26 crore on its opening day, falling short of expectations and failing to surpass contemporaneous releases like Vicky Kaushal’s Chhaava, which amassed ₹31 crore on its first day. Critics and audiences alike pointed to a weak storyline, uninspired performances, and a reliance on outdated cinematic formulas as reasons for the film’s underperformance. The Times of India+1Hindustan Times+1Moneycontrol
The Dilemma of Aging Superstars
Salman Khan’s predicament with Sikandar is not an isolated incident but rather a reflection of a broader pattern observed among aging superstars in the Indian film industry. As actors age, the challenge of staying relevant while maintaining their star persona becomes increasingly complex. The crux of the issue lies in the reluctance to adapt to evolving audience preferences and societal norms, leading to a disconnect between the star’s on-screen image and the audience’s expectations.
Audience Evolution and Changing Expectations
The Indian audience has undergone a significant transformation over the past few decades. With increased exposure to global cinema, digital platforms, and diverse storytelling, viewers now seek content that resonates with contemporary realities and offers depth in narrative and character development. The traditional masala entertainer, once a staple of Bollywood, no longer guarantees success. Audiences crave authenticity, relatability, and innovation. When aging superstars continue to portray larger-than-life, invincible characters without acknowledging the passage of time, it often results in a credibility gap, leading to audience disengagement.
Case Study: ‘Sikandar’s’ Shortcomings
Sikandar serves as a textbook example of the pitfalls of not evolving with the times. The film’s narrative, centered around a heart transplant theme, was criticized for its mediocrity and lack of depth. Despite the high-octane action sequences and star-studded cast, the film failed to offer a fresh perspective or emotional connect. Salman Khan’s portrayal, reminiscent of his earlier roles, appeared incongruent with his current age, leading to questions about the plausibility of his character’s actions. Moreover, the film’s music, an essential component of Bollywood cinema, failed to make an impact, further diminishing its appeal. Moneycontrol
The Myth of ‘Forever Macho’
Bollywood has long been enamored with the archetype of the ‘forever macho’ hero—an ageless, indestructible figure who defies time and circumstance. While this trope may have resonated with audiences in the past, contemporary viewers find it increasingly unrelatable. The refusal to acknowledge aging not only undermines the narrative’s authenticity but also limits the actor’s ability to explore a broader spectrum of roles that could showcase their versatility and depth.
Reinvention: Lessons from Industry Stalwarts
Several Indian superstars have successfully navigated the challenges of aging by reinventing their on-screen personas:
- Amitabh Bachchan: Post-2000, Bachchan transitioned from the ‘Angry Young Man’ to roles that befitted his age, portraying characters with gravitas and depth. Films like Mohabbatein (2000), where he played a stern yet vulnerable patriarch, and Piku (2015), where he embodied an eccentric elderly father, showcased his adaptability and endeared him to a new generation of viewers.
- Shah Rukh Khan: After a series of underwhelming performances, Khan made a remarkable comeback with Pathaan (2023), embracing a role that aligned with his age while retaining his signature charisma. By stepping into the shoes of a seasoned spy, he struck a balance between action and maturity, resonating with both long-time fans and new audiences.
- Aamir Khan: Known for his meticulous script selection, Aamir Khan embraced roles that reflected his evolving persona. In Dangal (2016), he portrayed an aging wrestler training his daughters, a character that mirrored his real-life age and experiences. However, his subsequent project, Laal Singh Chaddha (2022), an adaptation of Forrest Gump, failed to impress, highlighting the unpredictability of audience reception.
- Kamal Haasan and Rajinikanth: These stalwarts of Tamil cinema have adeptly reinvented themselves by choosing scripts that cater to contemporary sensibilities while leveraging their enduring star power. Haasan’s Vikram (2022) and Rajinikanth’s Jailer (2023) are testament to their ability to blend traditional appeal with modern narratives.
Strategies for Career Reinvention
For aging superstars like Salman Khan to maintain their relevance and continue their cinematic journey successfully, several strategies can be employed:
- Role Diversification: Exploring characters that reflect their age and experience can add authenticity and depth to their performances. Roles as mentors, patriarchs, or characters with complex emotional landscapes can offer fresh avenues for expression.
- Collaborations with New-Age Directors: Partnering with contemporary filmmakers can infuse their work with innovative storytelling techniques and perspectives, appealing to younger audiences.
- Selective Script Choices: Prioritizing quality over quantity by choosing scripts with strong narratives and well-developed characters can enhance their cinematic legacy.
- Embracing Digital Platforms: Venturing into web series or films on OTT platforms can provide creative freedom and access to a global audience, allowing for experimentation with diverse genres.
- Personal Branding and Public Engagement: Engaging with fans through social media, public appearances, and philanthropic activities can humanize their persona and strengthen their connection with the audience.
The Path Forward for Salman Khan
If Sikandar has taught Salman Khan anything, it’s that nostalgia has limits—especially when not paired with evolution. While his fanbase is still massive, their expectations have changed. They’re no longer the teens who watched Wanted or Dabangg for kicks—they’ve aged, matured, and now look for meaning, even in mass entertainers.
So what should Salman do next?
1. Play His Age Gracefully
Like Amitabh Bachchan did with Baghban and Piku, or SRK with Jawan, Salman can transition into mentor or even anti-hero roles. Imagine a gritty political drama where he plays a conflicted, ex-military officer dragged into governance—or a family drama where he’s the emotionally distant but deeply layered father.
2. Stop Over-Reliance on Eid Releases
Every Eid doesn’t need a ‘Bhai’ movie. The pressure of festival timing often results in rushed, undercooked scripts. Salman would benefit from de-linking his identity from a calendar date, and instead tying it to quality cinema, however long it takes.
3. Collaborate with Younger, Risk-Taking Directors
Just like how Rajinikanth found freshness in Jailer under Nelson Dilipkumar, or how Shah Rukh found magic again with Atlee’s Jawan, Salman must seek out newer voices in cinema. Directors like Vasan Bala (Monica, O My Darling), Homi Adajania (Angrezi Medium), or even OTT breakout talents could inject his filmography with renewed relevance.
4. Address the ‘Bhai’ Stereotype
Whether it’s parodying himself (like SRK did in Fan) or breaking away from his on-screen persona entirely, Salman needs to address the ‘Bhai’ caricature. What was once loveable is now bordering on comical. Self-awareness is not defeat—it’s evolution.
The Bigger Picture: Superstardom in the Streaming Era
The age of cinema where a superstar’s name alone could pull crowds is fading. The OTT boom, pandemic, and content revolution have democratized stardom.
People now celebrate actors over heroes. Think of Manoj Bajpayee, Pankaj Tripathi, Shefali Shah, or Jaideep Ahlawat—none of them traditional ‘stars’, yet all immensely respected.
For old-school superstars, survival depends on adaptability. The audience is no longer content with 6-pack abs and gravity-defying punches. They want emotional vulnerability, psychological realism, and narratives that feel rooted.
Endgame: Will Salman Khan Evolve or Fade?
With Sikandar, Salman Khan was offered a mirror—and the reflection wasn’t flattering.
He now stands at a crossroads. Either he continues down the road of formulaic mass-action flops, or he pivots, risks, and reinvents his craft like Amitabh did in the 2000s, SRK in the 2020s, or even Rajinikanth more recently.
The audience hasn’t left Salman. They’re just waiting for him to show up as who he really is today—not who he was 20 years ago.
If he listens, learns, and lets go of the myth of ageless masculinity, Salman Khan might just surprise India with the greatest comeback of his career.