The recently released Assi is struggling to cross the Rs. 10 crore mark despite tremendous word of mouth. It adds to the list of flops of Taapsee Pannu. There was a time when she carved out a niche for herself with films like Pink (2016), Naam Shabana (2017), Mulk (2018), Badla (2019), Saand Ki Aankh (2019), and Thappad (2020), among others. Despite being unconventional, some of her films, like Pink and Badla were sleeper hits, collecting Rs. 65.39 crores and Rs. 87.99 crores respectively. Post-pandemic, her box office trajectory has been sliding. Do Baaraa (2022) folded at Rs. 5.35 crores while Shabaash Mithu (2022) had a lifetime of just Rs. 2.23 crores. She attempted films with prominent stars like the Shah Rukh Khan-starrer Dunki (2023) and the Akshay Kumar-starrer Khel Khel Mein (2024). But while the former was an average flick, the latter also flopped at the box office.
We asked trade experts what went wrong. Trade veteran Taran Adarsh said, “There’s no denying that Taapsee is a fantastic actor. Her choice of films and also, if you look at her growth as an actor is phenomenal. I have not seen Assi and hence, I won’t be able to comment on it. But I have read that she’s fantastic in the film. Even in her other films, she sparkled.”
He continued, “But post-pandemic, there has been a whole shift in viewing choices. Certain subjects are no longer being accepted as before. Also, web series coming in, the consumption of such films is limited to audiences in metros, though Assi tackled a subject which is universal. However, people tend to think ‘OTT pe aise subjects aa jaate hai’ and there’s been an overdose of such content. Moreover, mid-range or low-budget films haven’t had a major run at the box office. Such films rarely see a sharp jump at the box office. That becomes a problem. Hence, let’s not blame Taapsee. The whole scenario has changed post-pandemic.”
Suniel Wadhwa, co-founder and director at film production and distribution firm Karmic Films, agreed, “The audience behaviour has drastically changed after Covid. I released Saand Ki Aankh in the pre-pandemic era. It was released on Diwali 2019 and clashed with two other films – Housefull 4 and Made In China. It opened at Rs. 50 lakhs and yet did a business of Rs. 30 crores. Her films are often niche. Today, the audience wants to enjoy such films on OTT. Even Haq (2025) was a good flick, but didn’t work in cinemas.”
He added, “The lack of visibility for small and medium films is very scary. Today, the audience wants scale and content.”
Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, explained, “You can’t single out Taapsee for it. There’s a lot of supply of this kind of genre and sensibility on OTT. People don’t find it worthwhile to spend money to watch this kind of cinema in a movie theatre. There’s no value attached to it. For a common man, there’s no difference between Assi and web shows like Kohrra or Daldal. All three look the same. There’s no FOMO; people would rather wait for 8 weeks to see such content.”
He further said, “10 years ago, Sanam Teri Kasam (2016) was called ‘cringe’ and it didn’t work. Now, it did huge business upon its re-release as there’s a dearth of such content in the market. The same happened with Saiyaara (2025). In the 90s, many such films used to be released regularly. Even Ek Deewane Ki Deewaniyat (2025) and Tere Ishk Mein (2025) benefited. From time to time, genres become theatrically viable and vice versa also happens. This is the process of genre migration.”
He added, “So, the genre is to blame and not the film. If you make a film of the right genre at the right time, you will be in for a treat even if your content is average. Taapsee should make films that appeal to audiences in today’s times. She is making the same kind of films that she used to make in the pre-Covid era. That’s why there are hardly any takers for her movies. If Assi had come 2 years after Pink, I can guarantee you that it would have done a business of Rs. 70-80 crores.”
On the other hand, actor-producer Viveck Vaswani remarked, “She is the only prominent actress who didn’t do a film with the three Khans – Shah Rukh, Salman and Aamir. She did Dunki (2023) only after she became the Taapsee Pannu. She became a force to reckon with as a solo heroine, which is a very credible achievement. In that regard, she’s ahead of the little starlets today. We take Taapsee Pannu far more seriously than Disha Patani and others. I don’t know the names of the rest and I don’t even know how different they look from one another!”
He continued, “She made a mark in Mulk and it did well as per its budget. The same goes for Thappad. Assi hasn’t worked. I was most disappointed to see that there was no audience in the theatre.”
Viveck also blamed the film’s content for its underperformance, “Assi could have been a far better, tighter courtroom drama. Anubhav Sinha did brilliantly with Mulk and got better with Article 15 (2019) and Thappad. Assi didn’t hit the nail on the head; next time, I am sure he will.”
Coming back to Taapsee, he exulted, “She still proved her mettle in mainstream cinema by doing Khel Khel Mein. The film underperformed at the box office, but at the same time, it fetched a huge price on OTT because of Akshay, Taapsee and Fardeen Khan. It was a hit overseas. It is acknowledged as one of the finer films by Akshay in recent times.”
He ended by saying, “Taapsee is at a very interesting phase in her career. Maybe, a lot of it will depend on the choices that she’ll make in the future.”
More Pages: Assi Box Office Collection , Assi Movie Review
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