Filmmaker Rajkumar Hirani has found himself at the center of an online debate following his recent comments about the box-office performance of Dunki, starring Shah Rukh Khan. While promoting his new OTT series, which also marks the launch of his son, Hirani suggested that the film may not have achieved greater commercial success because its core theme—illegal immigration to the United States—did not strongly resonate with a large section of Indian audiences.
His remarks have drawn comparisons to director Siddharth Anand’s explanation for the performance of Fighter. Following the film’s underwhelming box-office run, Anand had stated that many Indians could not fully connect with the story because air travel is not yet a routine experience for a majority of the population.
At the time, Anand’s comments faced criticism from moviegoers who felt the reasoning overlooked other factors that influence a film’s success. Hirani’s latest statement has sparked a similar discussion across social media platforms.
Many film enthusiasts argue that audiences do not necessarily need firsthand experience with a subject to connect with a story. They point out that several successful films have captivated viewers by exploring unfamiliar worlds, professions, and life experiences, proving that compelling storytelling and emotional engagement often matter more than the subject itself.
Given Hirani’s reputation as one of India’s most acclaimed filmmakers, some expected a more detailed analysis of Dunki’s performance. Critics contend that box-office results are shaped by multiple factors, including screenplay, execution, audience expectations, marketing, and word-of-mouth, making it difficult to attribute a film’s reception solely to its theme.
The debate once again highlights the ongoing discussion within the film industry about whether audience connection is driven primarily by subject matter or by the way a story is told.
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