Gen-Next Rise: Young Talent is Slowly Dismantling the Long-Established Bollywood Hegemony

While the supremacy of Khans has resulted good box-office numbers over the years, the younger lot – though lesser experienced but equally promising – too have proved their mettle and set the cash registers ringing.

B-town’s popular young brigade, led by Sidharth Malhotra, Kriti Sanon, Tiger Shroff, Varun Dhawan, Shraddha Kapoor, Alia Bhatt, Arjun Kapoor and Parineeti Chopra have stirred the interest of the audience and delivered superlative performances in their moves released in 2014.

While Sidharth surprised Bollywood by giving an opening of Rs 16.5 crore at the box-office with Ek Villain, Arjun Kapoor’s 2 States, based on Chetan Bhagat’s adaptation of his book earned Rs 12 crore. Varun Dhawan’s films including Main Tera Hero and Humpty Sharma Ki Dulhania featuring him as Gen-Next lover boy were lapped by the audience, especially his female fans.

Tiger Shroff made an impressive debut with Heropanti where audiences flocked into catch the new star in the making. The film opened at Rs 6.5 crores which is remarkably well for a debutant actor.

Prabhat Choudhary, head of Spice, a leading communication agency, gives an insight into the paradigm shift, “Almost 80 percent of the country’s movie goers today are youngsters and so it is they who make or break an actor. It is important to impress them. And the kind of films these young breed of actors are selecting are stories of the youth and for the youth.”

“It has been proved that the younger lot of B-town can deliver big time at the box-office.” he further adds.

The change has also come about because the young talent as mentioned above is ready to experiment and attempt different things. Like for instance, Sidharth Malhotra was appreciated for his boy-next-door avatar in Hasee Toh Phasee and as an aggressive, grungy guy in Ek Villain.

Sidharth being a shining example, the young and new talent is not sticking to any specific genre or typecasting them. Similarly, there are other factors which have added to their instant popularity and likeability.

“It is the freshness in approach, conduct and lifestyle combined with easy connectivity, which has led to the younger crop of actors becoming more popular in this country,” shares Prabhat.

To sum it all up, the audience today doesn’t just throng theatres to watch their favourite Khans, Kapoors or Kumars, but also the young talent which has proved in 2014 that they are here to stay. Big banners and established directors are betting on the flourishing young talent.

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