For over a decade, the Bollywood trade had a simple mantra: A Salman Khan film + Eid = Sure-shot blockbuster.
It wasn’t a prediction - it was a rule. From Wanted (2009) to Sultan (2016), Eid was Salman’s territory - an unshakeable box office fortress. But 2025’s Sikandar may have just rewritten that rule - or more worryingly, ended it.
Despite a Rs. 27.50 cr. opening, Sikandar failed to sustain at the box office. Piracy was a problem, but that’s a symptom, not the disease. The real issue? Content that didn’t click.
Bharat opened at Rs. 42.30 cr. and Sultan at Rs. 36.54 cr. Now Sikandar - fifth on the list of Salman’s top Eid openers - has barely scraped past Bajrangi Bhaijaan.
The drop post-Day 3 was steep. Collections nosedived, footfalls vanished, and exhibitors reported more walkouts than repeat viewings. Even his most loyal fans couldn’t defend the film beyond its first-day thrill.
Let’s look at the cold, hard numbers of Salman’s Eid Empire:
| Film | Opening Day (₹ cr.) |
| Bharat | 42.30 |
| Sultan | 36.54 |
| Ek Tha Tiger | 32.93 |
| Race 3 | 28.50 |
| Sikandar | 27.50 |
| Bajrangi Bhaijaan | 27.25 |
| Kick | 26.40 |
| Tubelight | 21.15 |
| Bodyguard | 21.60 |
| Kisi Ka Bhai Kisi Ki Jaan | 15.81 |
A pattern is now visible: Strong openings, but poor legs. And that’s where the Eid guarantee collapses.
Earlier, exhibitors would book Salman films blindly for Eid - full-fledged releases with premium pricing and massive screen allocation. But post-Tubelight, and more recently KKBKKJ and Sikandar, the trade is becoming cautious. Simply put, the "Salman-on-Eid" brand is no longer the hot ticket it used to be. There’s apprehension, not excitement. Pathaan (Rs. 543 cr.), Jawan (Rs. 640 cr.), and even Animal (Rs. 500+ cr.) proved one thing: The audience will show up - but only if the film delivers. Eid no longer gives immunity to mediocrity.
Sikandar tried to tap into the old-school "mass + emotion + action" formula - but the execution lacked bite. There was no Bajrangi-type heart, no Sultan-level adrenaline, and no Kick-esque freshness. What remained was a hollow vehicle, running purely on nostalgia for a Salman era that has long passed.
The Salman swagger no longer carries a weak plot. Audiences now demand narrative progression, not just slow-motion entries. Younger fans relate more to Allu Arjun’s Pushpa or SRK’s Vikram Rathore than to Salman’s outdated on-screen machismo. Even Salman’s punchlines feel recycled - echoing characters from a decade ago. And perhaps most importantly: the novelty is gone. The action + Bhai + Eid combination has been milked dry - and it shows.
The connection between Salman and his audience was once visceral.
You didn’t just watch him - you felt him. In Bajrangi Bhaijaan, he made you cry. In Sultan, he made you root for his redemption. Today? His characters are largely one-note, lacking complexity, and drowning in spectacle without soul. The emotional currency that made him invincible has depreciated.
Eid has changed. The post-pandemic audience is selective. They crave value-for-money, event-scale experiences - or rich storytelling. Neither KKBKKJ nor Sikandar delivered either. Festivals amplify buzz but no longer compensate for weak content. Earlier, a weak film could sail through on the festival advantage. Now, it sinks faster - because reviews, spoilers, and pirated prints hit within hours.
Eid is still a big release window - just not a magic wand anymore. So, is the era over? Here’s the truth
Salman Khan can still open big. He is a brand, and Sikandar’s opening proves he retains pull. But the idea that a Salman Khan film will work by default on Eid is over. That’s done. That’s history.
Going forward, Salman needs STRONGER scripts, younger or more relevant directors, character reinvention, and fresh screenwriting teams who understand today’s audience.
If he doesn’t adapt, Eid will become a missed opportunity. No more guarantees, not even on Eid.
If he does, he could once again own the festival.
More Pages: Sikandar Box Office Collection , Sikandar Movie Review
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