Mumbai’s box office kicked off 2026 with a flurry of releases, but not all films managed to captivate audiences. While ‘Border-2’ emerged as the clear winner, riding high on star power and emotional legacy, others like ‘Assi’ starring Taapsee Pannu and ‘O Romeo’ stumbled badly. Film trade expert Girish Vankhede has dissected the reasons behind their underwhelming performance, pointing to critical shortcomings in marketing and star appeal.
The early-year slate included heavyweights like ‘Ikkees’, ‘Border-2’, ‘Raja Saheb’, and ‘Mardani-3’. Among them, ‘Border-2’ stood out, grossing impressively thanks to its potent mix of compelling content and franchise nostalgia. Audiences flocked to theaters, drawn by the film’s ability to evoke deep emotional connections from its predecessor.
In stark contrast, ‘O Romeo’ and ‘Tu Ya Main’ barely registered on the radar. Vankhede attributes their flop primarily to disastrous marketing strategies. ‘Eighty percent of potential viewers didn’t even know these films existed,’ he remarked. Without aggressive promotion, even a decent product fails to reach its audience. Compounding the issue were mixed reviews that left moviegoers confused and hesitant.
Taapsee Pannu’s ‘Assi’, despite tackling a serious social issue, couldn’t break even. Vankhede explained that the film lacked the star magnetism needed to pull crowds. ‘Taapsee isn’t a big enough draw to carry a film single-handedly,’ he noted candidly. In an industry dominated by A-listers, content alone often falls short without the right promotional push and lead appeal.
This analysis underscores a timeless truth in Bollywood: success demands more than good storytelling. Marketing mastery and star charisma remain the twin engines driving box office triumphs. As Vankhede puts it, one flop doesn’t define a career— a single hit can erase multiple misses. For filmmakers, the lesson is clear: invest in hype and heroes to turn potential into profits.