Cinematic universes have become the latest trend in Indian cinema. Inspired by Hollywood, several filmmakers began crafting interconnected storylines and recurring characters to capitalize on the craze. Bollywood joined the race with YRF’s Spy Universe and Maddock Films’ Horror Comedy Universe, enjoying success with films like War, Pathaan, Bhediya, and Stree 2.
However, the landscape appears to be shifting in 2025. Audience interest in universe-based storytelling seems to be waning. The formula of linking films without strong content is starting to backfire, as the hype around the term “universe” alone no longer guarantees box office success.
Recent releases illustrate this trend. War 2 from YRF’s Spy Universe opened to lukewarm reviews and recorded one of the weakest openings for a major franchise film. Similarly, Thamma from the Maddock Horror Comedy Universe received an initial decent response but failed to sustain momentum after the first day.
Trade analysts warn that this could be an early sign of trouble for Bollywood studios. Producing films merely to keep a cinematic universe alive, without innovative storytelling or compelling content, risks undermining the entire concept. Audiences are increasingly selective, seeking fresh ideas, emotional depth, and strong narratives. While star power and connected universes may generate initial buzz, long-term success demands genuine creativity and effort.
For Bollywood’s cinematic universes to remain relevant, filmmakers must prioritize content over continuity. Without it, a strategy that once promised big profits could soon become a costly burden.
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