Hindi cinema's quietest Diwali: Why Bollywood chose restraint over rivalry this festive season
This Diwali, Bollywood’s festive sparkle seems unusually dim. In a season traditionally marked by multi-starrer clashes and box office fireworks, only one major Hindi film, Thamma, starring Ayushmann Khurrana, has released. The super natural horror comedy, directed by Aditya Sarpotdar and written by Niren Bhatt, will stand alone at the marquee, making it the quietest Diwali in recent Bollywood memory.
The last two Diwalis were anything but quiet. In 2024, there was Singham Again and Bhool Bhulaiya 3, both big banner films.
In 2023, Salman Khan’s Tiger 3 roared into theatres, taking advantage of the festive long weekend. The same season saw 12th Fail surprise the trade circuit with strong word-of-mouth, while Kangana Ranaut’s Tejas and other smaller titles crowded the release calendar.
The year before that, in 2022, audiences were spoilt for choice — Ram Setu and Thank God went head-to-head, following in the tradition of Diwali clashes that once made the festive period a blockbuster battleground.
This year, however, the air feels different. Many studios have deferred big releases to Christmas weekends, wary of audience fatigue and economic uncertainty. “Post-pandemic, production budgets have gone up, but footfalls haven’t fully stabilised,” says a Mumbai-based trade analyst. “Producers are spacing out releases and avoiding clashes. The industry doesn’t want another setback.”
Trade insiders believe that being the sole major release could work to Thamma’s advantage. “When there’s no competition, audiences naturally gravitate to the only big option,” says Kalpana Swamy, founder of Muzicalli, a Bollywood jukebox. “If Thamma connects emotionally, it could hold strong for two weeks straight, especially with limited Bollywood activity around it.”
The muted line-up also reflects a shift in Bollywood’s festive strategy. In the past, Diwali was a sure-shot window for mass entertainers — think Kuch Kuch Hota Hai (1998), Kabhi Khushi Kabhie Gham (2001), Om Shanti Om (2007), Golmaal Again (2017), and Sooryavanshi (2021). These films capitalised on the holiday mood, large family audiences, and big marketing spends.
But now with unpredictable footfalls and OTT alternatives, producers are focusing on better release spacing rather than festival clashes.
Even YRF, Dharma, and T-Series — studios once synonymous with Diwali extravaganzas — have chosen to stay off the calendar this time.
Interestingly, the vacuum left by Bollywood could benefit other industries. Tamil and Telugu cinemas have multiple releases. Hollywood too is stepping in with various releases, hoping to capture the festive family audiences that Hindi films have vacated.
Ayushmann Khurrana, whose recent films balanced humour and social commentary, seems unbothered by the solitary spotlight. “Sometimes being the only film gives you the space to breathe,” he said in a recent interview. “What better time than Diwali to release Thamma?”
Whether Thamma can light up the box office over the coming weeks, remains to be seen, but its solo release underscores a significant moment for Bollywood — one of recalibration and introspection.
As the industry navigates changing audience behaviour, rising budgets, and a crowded OTT space, Diwali 2025 might well be remembered as the festival when Bollywood chose restraint over rivalry.
Clearly, this Diwali, Bollywood did not light a hundred fireworks, but just one steady lamp.
Entertainment