EXCLUSIVE: Ameesha Patel Says Salman Khan, Shah Rukh Khan And Other Bollywood Actors Are Relevant Due To Audience Loyalty; SLAMS Social Media-Based Casting

Ameesha Patel weighed in on the ongoing debate on the declining longevity of actors in the Hindi film industry, offering a sharp critique of evolving industry dynamics. In an exclusive conversation with Bollywood Bubble, she cited stars like Shah Rukh Khan, Salman Khan, and Aamir Khan, and she emphasised that enduring stardom stems from strong storytelling, thoughtful casting, and audience loyalty—not social media metrics. Patel argued that today’s filmmakers often prioritise “safe” projects and follower counts over substance, impacting box office performances. Scroll down to read what she said and watch the full interview.

Ameesha Patel On Why Bollywood Actors’ Longevity Is Declining Today

When asked why Bollywood actors’ longevity is declining today, Ameesha Patel said, “The content films that are being made, today there is Shah Rukh, Salman, Akshaye Khanna, Bobby Deol, Sunny Deol, Ajay Devgn, Aamir Khan, inki body of work aap dekho, aur fans ki loyalty, audience ki loyalty. They have existed for 30–35 years and, in a cut-throat industry, managed to remain relevant. Audience abhi bhi unko dekhna chahti hai. Abhi tak unki films directly OTT pe nahi jaati, kyunki producer aur director jaante hain ki ye true-blue stars hain. They are royalty of the film industry—true blue-blooded royalty.”

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The actress continued, “Audience of all ages will cut that ticket unko cinema halls mein dekhne ke liye. Aaj bhi inhi stars ki wajah se theatres mein taale nahi lage hue hain, right? I think it is because they choose films over just projects. Lekin aajkal kya ho raha hai, agar ek producer ko lagta hai ki ‘On paper I am safe,’ main OTT ko bech ke ya yahan se paise laake project safe kar lunga— toh woh kisi ko bhi le lete hain.“

She added, “If films don’t do well, it is because sometimes you are not working on the story and scripting, which is the most important. You are taking actors that probably don’t suit the role— ‘Bas isko le lo, this girl or this boy can easily substitute.’ It’s not written with a certain actor in mind. They are making projects, and then the result is visible—box office sab dikha deta hai, right?”

Ameesha On If Social Media Plays A Major Role In Actors’ Lives

Speaking of, if social media plays a major role, Ameesha said, “Nahi hume pata hota hai, Salman, Shah Rukh, Sunny, Ameesha, Kareena, Ajay are doing, kahan ja rahe hain. Log humein airport pe dekhte hain, photos lete hain, gyms ke bahar, restaurants ke bahar—social media se koi chup nahi sakta. But ultimately, do we deliver it on 70mm? Yes, we do. Is there a craze to see Shah Rukh Khan, Salman Khan, Aamir Khan, Ajay Devgn, Sunny Deol, Bobby Deol? Yes, there is.”

She continued, “Akshaye Khanna comes on screen and lights up every role. Yes, he does. I don’t care how much I am seeing them on Instagram, because woh social media kings nahi hain—They are kings of the box office. Because of the quality of work they deliver in front of the camera. Unko yeh nahi hai ki bas reels banani hain. That’s the reason—they want to be on set, focused. Akshaye Khanna is someone jo set pe phone tak nahi rakhte— focus wahaan hota hai.”

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Ameesha Recalls How Actors Were Relevant Earlier

Ameesha Patel opened up on how actors were relevant previously, “Earlier bhi ek alag medium tha—print media: journalism, magazines, newspapers, news channels. Us zamaane mein bhi kuch actors ‘Paper tigers’ maane jaate the—but bade parde par unka stardom nahi dikhta tha. Aaj ke zamaane mein woh ‘Paper tiger’ ban gaya hai ‘Instagram tiger.’ But it does not translate into ticket sales. Yeh ek galatfahmi hai—log actors ko sign karte hain based on kitne million Instagram followers hain.”

Ameesha On Casting Based On Social Media Followers

Patel reflected on social media followers becoming a reason to feature people in films. She said, “Main sirf ek sawaal poochna chahti hoon, agar Instagram followers stardom ka indication hain, Toh woh followers jaate kahaan hain jab film theatre mein release hoti hai? Theatres kyun khaali hote hain? Safai ki zarurat bhi nahi padti—kyunki theatre hi khaali hai. Why? If Instagram followers made you a star, toh jinke paas sabse zyada followers hain, unki tickets sabse zyada bikni chahiye, but aisa ho nahi raha. Jinke paas least followers hain, woh box office chala rahe hain—aur jinke paas most followers hain, unke liye koi ticket nahi kaat raha.”

She added, “Yes, they need to realise ki hum is basis pe casting kar rahe hain, but we are not getting returns—so where are we going wrong? Aap kehte ho ‘fresh casting’—but phir aap inappropriate pairings kar dete ho jo audience digest nahi kar paati. Result—phir theatres phir se khaali.”

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Ameesha Patel On How Box Office Numbers

Taking an example of Akshaye Khanna holding a strong box office despite no social media, PR, the Gadar actress said, “If social media, weddings, attend karna, parties, award shows, stylists ke kapde pehenna—agar yeh sab stardom hota, toh Akshaye Khanna ya Bobby Deol itne loved nahi hote. Sunny Deol ke paas sirf 1–5 million followers honge, but box office is a different game. Jo log Instagram pe hain, woh zaroori nahi ki theatre ke liye ticket kaat rahe ho. Aam aadmi, jo Instagram pe nahi hai, woh ticket khareed ke film dekhne jaata hai. Usko farak nahi padta kitne followers hain—usse achhi film chahiye. Achhi film banao, log aayenge.”

She questions, “Phir kaise Dhurandhar, Gadar, Animal, Stree, Pathaan, Jawan chal rahi hain? Because we are not casting Instagram stars—we are casting actors. Jahan fans ki loyalty hai, pyaar hai, respect hai. They are not taking easily replaceable stars; they are taking irreplaceable performances. Aur phir milte hain irreplaceable box office numbers.”

What Is Bollywood Actors’ Longevity Is Declining Today Row?

The perception that Bollywood actors’ career longevity is waning is a widely discussed topic, influenced by several factors. The rise of OTT platforms has shifted focus from star-driven films to content, reducing reliance on traditional star power. The once-strong star system is declining, as audiences now prefer quality over familiarity, leading actors to do fewer films and limiting their ongoing presence. Social media has also contributed to overexposure, diminishing the mystery surrounding stars and accelerating their popularity decline.

Additionally, public interest shifts quickly, with many actors experiencing shorter prime careers due to high expectations and quick project rejections. For actresses, the shorter shelf life is compounded by age-related roles and industry pivoting. Moreover, intense work schedules and mental health concerns, as seen with actors like Vikrant Massey, further limit career longevity.

Watch The Full Interview

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Also Read: EXCLUSIVE: Ameesha Patel Reveals If Hrithik Roshan Would Stammer During Kaho Naa…Pyaar Hai Shooting; Says, “He’s A Very Confident, Competent Actor”

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