This past Friday marked another setback for Bollywood star Akshay Kumar with the release of his latest film ‘Sarfira’, featuring Radhika Madan. Despite its significant budget and a strong cast, the film opened to a tepid response, garnering just 12 crores over its first weekend—a figure below expectations for an actor of Kumar’s stature.

‘Sarfira’ represents the ninth box office failure for Akshay Kumar in the past four years, excluding two OTT releases, ‘Cuttputlli’ and ‘OMG 2’. The latter saw some success, primarily due to Pankaj Tripathi’s lead role, while Kumar appeared in a supporting capacity. Prior to this streak, Kumar’s ‘Sooryavanshi’ in 2021 emerged as a significant hit. However, subsequent releases such as ‘Atrangi Re’, ‘Bachchan Pandey’, and ‘Samrat Prithviraj’, among others, have not met commercial expectations.

Bharti Dubey, a senior journalist, notes, “Most of Akshay’s recent films were contracted pre-COVID, a time when audience preferences were notably different. Despite delivering solid performances, the films have not resonated with the audience.” Dubey also mentioned that the prevalence of original versions on OTT platforms and YouTube has diminished the appeal of remakes, which have been a significant part of Kumar’s recent filmography.

Film trade expert Girish Wankhede highlighted several factors contributing to ‘Sarfira’s’ underperformance: “The film suffered from inadequate marketing and a lack of promotional engagement from Kumar. When a film led by Akshay Kumar opens with only 2.5 crores, it inevitably raises questions about his continued draw as a major star.”

Akshay Kumar is not stepping back, with his next film ‘Khel Khel Mein’ scheduled for release on August 15. However, it faces stiff competition from John Abraham’s ‘Veda’ and Rajkumar Rao and Shraddha Kapoor’s ‘Stree 2’, also releasing on the same day. The crowded release schedule could potentially spread the audience thin, impacting the performance of all films involved.

The series of underperforming films starring Akshay Kumar reflects a broader shift in Bollywood dynamics post-COVID, with audience tastes evolving faster than the industry can adapt. The challenge for stars like Kumar is not just about selecting projects but also aligning with the new realities of film consumption and distribution.

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