As 2026 unfolds, Bollywood’s box office tells a tale of hits and misses. ‘Border-2’ soared to the top, but ‘Assi’ and ‘O Romeo’ nosedived, leaving producers reeling. Analyst Girish Vankhede unpacks the flops, highlighting how poor promotion and weak star pulls doomed these releases amid a crowded early-year lineup.
Kicking off the year were ‘Ikkees’, ‘Border-2’, ‘Raja Saheb’, and ‘Mardani-3’. ‘Border-2’ clinched victory with its star-studded cast, gripping narrative, and nostalgic pull from the franchise—factors that emotionally bonded viewers and drove footfalls.
Dissecting the underperformers, Vankhede zeroes in on ‘Tu Ya Main’ and ‘O Romeo’. ‘Marketing failure is the killer here,’ he asserts. With 80% unaware of their release, trailers and ads fell flat. Mixed reception further muddled decisions, deterring casual crowds. Shahid’s effort had merit but couldn’t overcome the hype vacuum.
‘ Assi’ grappled with similar woes, despite Taapsee’s earnest portrayal of profound issues. Vankhede’s verdict: insufficient star wattage. In Bollywood’s ecosystem, mid-tier leads struggle without blockbuster backing or viral campaigns.
Yet, optimism prevails. Vankhede reminds that cinema careers weather flops—a lone blockbuster resets the slate. This saga spotlights enduring strategies: blend quality content with relentless marketing and marquee talent to conquer the box office battlefield.