Can mixed or negative reviews dent a film’s box-office prospects? Not necessarily, if the history of commercial cinema is anything to go by. Over the years, several films have defied lukewarm critical reception to emerge as massive commercial successes, sometimes even rewriting box-office records. Conversely, films that have earned glowing reviews have not always managed to attract audiences to theatres.
The question becomes particularly relevant during festive releases, when big-budget entertainers arrive amid enormous expectations, aggressive promotional campaigns and considerable star power. While critics assess films on parameters such as storytelling, performances, screenplay and cinematic merit, audiences often have a different yardstick: whether the film delivers the entertainment they have paid for.
Film trade analyst Girish Johar believes audiences are perfectly capable of distinguishing between a critic’s personal opinion and their own expectations from a film.
“I don’t think audiences are necessarily swayed by mixed reviews. They understand that a review is an individual’s opinion. Especially during a festive period like Diwali, audiences prefer to watch a film themselves and decide whether they find it entertaining,” says Johar.
He adds, “By and large, commercial films have always received mixed reviews, so there is nothing new about this. We have seen several films receive mixed or negative reviews and still perform exceptionally well at the box office. Ultimately, it is the audience that decides a film’s fate, and box-office numbers speak for themselves.”
The growing influence of social media and instant audience reactions has further complicated the relationship between critical opinion and commercial success. Today, reactions from the first few shows can travel across digital platforms within minutes. A film that receives mixed reviews can still gain momentum if audiences connect with its entertainment quotient.
Film distributor and trade expert Raj Bansal believes mixed reactions can sometimes work in a film’s favour rather than against it.
“Mixed reactions actually always help a film. There are so many—take Dhurandhar, for instance. It didn’t take the opening expected, and the first four or five days were weak, but then it picked up and became a super hit, going beyond ₹1,000 crore,” says Bansal.
Recalling an earlier example, he adds, “I remember Subhash Ghai’s Karma. It had mixed reports initially, but the film went on to become a super hit.”
Bansal’s observations underline how a film’s commercial trajectory can change after its initial release. While advance bookings, promotional campaigns and star power may influence the opening, sustained collections often depend on how strongly audiences respond to the film.
Trade analyst Komal Nahta, however, offers a more nuanced perspective, pointing out that reviews can influence business, although their impact is far from uniform.
“Mixed writings sometimes affect films adversely, but not always. Sometimes, even negative publicity works. Badnaam huye toh kya hua, naam toh hua,” says Nahta.
His observation raises another interesting aspect of the debate: even criticism can generate curiosity. A film that becomes the subject of intense discussion may attract viewers who want to discover for themselves whether the criticism is justified.
Ultimately, the impact of reviews cannot be measured in isolation. A film’s genre, budget, target audience, release timing, ticket pricing and word-of-mouth all contribute to its theatrical performance. Reviews may shape perceptions, particularly among undecided viewers, but they do not necessarily determine the fate of a mainstream entertainer.
For Bollywood, the lesson is that critical acclaim and commercial success are not always synonymous. A film may divide critics and still unite audiences at the ticket counters. And while reviews remain an important part of the cinematic conversation, the final verdict on a film’s commercial fortunes continues to be delivered at the box office.
