Warning Bells for Bollywood Cinematic Universes

Cinematic universes have become the latest formula in Indian cinema. Inspired by Hollywood, several filmmakers started building connected storylines and recurring characters to cash in on the trend. Bollywood also joined the race with YRF’s Spy Universe and Maddock Films’ Horror Comedy Universe. Both worked well till last year with films like War, Pathaan, Bhediya and Stree 2.

But the situation looks different this year. Audience interest in such repeated universe-based storytelling seems to be dropping. The formula of linking films without strong content is starting to backfire. The hype around the word “universe” alone is no longer enough to pull crowds to theatres.

Recent examples prove this change clearly. War 2 from YRF’s Spy Universe opened to poor talk and recorded one of the weakest openings for a big franchise film. Thamma from the Maddock Horror Comedy Universe got a decent response but couldn’t maintain momentum after the opening day.

Trade analysts believe this is an early warning for Bollywood studios. Making films just to keep a cinematic universe alive, without solid stories or innovation could damage the entire concept.

Audience are now more aware and selective. They expect fresh ideas, strong emotions and good storytelling. Big names and connected universes might create initial buzz, but sustaining it requires genuine effort.

If Bollywood wants to keep its cinematic universes relevant, filmmakers must focus on content first. Otherwise, the same strategy that once promised big profits might soon turn into a burden.