Battle at the box office: What Indian filmmakers can learn from Barbenheimer

Remember when Margot Robbie and Greta Gerwig were spotted with tickets for Christopher Nolan’s Oppenheimer, and when Cillian Murphy praised Robbie and Ryan Gosling for their performances in Barbie? That was the height of the Barbenheimer buzz in 2023, when the world could not stop talking about the unlikely box office face-off that saw both films, led by Robbie and Murphy, rake in a staggering $2.3 billion globally. What began as a quirky clash turned into a one-of-a-kind counterprogramming strategy that helped both movies dominate the box office.

Indian cinema is also gearing up for a similar showdown multiple times this year, as the fall is set to see several high-profile films. 

Which films are set for a battle at the box office?

The Independence Day weekend will see a major face-off between War 2, starring Hrithik Roshan and NTR Jr., and Coolie, led by Rajinikanth, Aamir Khan, and director Lokesh Kanagaraj.

In October, Sunny Sanskari Ki Tulsi Kumari is expected to lock horns with Kantara: Chapter 1, the much-awaited prequel to the Kannada blockbuster.

December will not be any quieter. The Raja Saab, a horror-comedy led by Prabhas, is set to release around the same time as Dhurandhar, marking Ranveer Singh’s return to a solo lead role after two years.

Last weekend, Dhadak 2 released alongside Son of Sardaar 2, kicking off the trend of big-banner clashes. Meanwhile, Baaghi 4 is reportedly slated to release against The Conjuring: The Last Rites, adding an international flavour to the domestic box office race in September.

Each of the upcoming clashes is shaping up to be a multi-millionaire battle, with films made on hefty budgets ranging from ₹150 crore to ₹400 crore. 

Already Saiyaara has raised hopes from the second half of 2025 for Bollywood, which has raked in ₹300 crore in box office collections since its July 18 release.

Is there anything to worry?

In a post-pandemic scenario, moviegoing in India has not fully recovered. In a market that is already declining, added competition may further reduce the number of potential viewers.

Reports estimate that box office clashes could cut earnings by 10–20%. Shared screens and compromised show timings are common outcomes of such clashes, leading to massive revenue losses for each film.

With strong fan bases and distinct appeal, the competition could sharply split audiences. In recent times, several southern films have outperformed Bollywood offerings, establishing themselves as pan-India successes.

This is however not the first time since the pandemic that films of a similar scale have clashed at the box office.

Bollywood has witnessed several major box office clashes in the past. Last year, when OMG 2 was released alongside Gadar 2 on August 11, both films performed well at the box office, thanks largely to the extended public holiday weekend. OMG 2 collected ₹150 crore, while Gadar 2 went on to earn ₹525 crore.

This also includes Om Shanti Om with Saawariya, Dilwale with Bajirao Mastani, Ae Dil Hai Mushkil with Shivaay, and Jab Tak Hai Jaan with Son of Sardaar. More recently, Dunki released alongside Salaar, another high-profile South Indian film in 2023.

If approached differently, these clashes could in fact be turned into an opportunity to attract a wider audience. The competing films also belong to different genres which can help draw in varied audience segments.

Rather than remaining isolated in competition, actors and filmmakers could come together to promote cinema as a whole, just like the Barbenheimer strategy of 2023.

Moreover, many of these clashes are scheduled for public holiday weekends. Theatres typically see higher footfalls during holidays. 

As a result, the films most likely to get hurt, instead, are those releasing in between these major clashes like Param Sundari, starring Janhvi Kapoor and Sidharth Malhotra, as they risk being overlooked in a crowded lineup.

With no breathing room for moviegoers, mid-sized films may struggle to find screens or attention. While more choices can benefit the audience, not every weekend can be turned into a ₹100 crore weekend.

Hollywood is also adding to the crowded release slate in the second half of 2025. Big-ticket titles like Superman, Jurassic World: Rebirth, and The Fantastic Four: First Steps have already been released but have not performed significantly well in comparison with F1: The Movie released earlier. In addition, the animated sequel Zootopia 2 and Avatar: Fire and Ash are also lined up for release.

As these marquee titles collide across genres and languages, the industry is heading into a season marked by both opportunity and risk. In a crowded lineup like this, strategic marketing and loyal fan bases may prove vital. Whether the box office sees a collective boost or films end up cannibalising each other’s earnings remains to be seen. But if the industry takes a cue from Barbenheimer, there is potential for counterprogramming to turn these clashes into cultural moments and perhaps give Indian cinema its own Coolar or DhuraSaab.