Anubhav Sinha explains why Assi underperformed at the box office
Anubhav Sinha said his film Assi underperformed at the box office despite strong critical praise and audience appreciation. He pointed to changing viewing habits and the diverse tastes of Indian audiences as key reasons for its theatrical performance.
Anubhav Sinha’s Assi premiered on Zee5 on April 17. In an exclusive conversation with India Today, the filmmaker reflected on the film’s reception, audience response, strong critical acclaim, and what he believes worked both for and against its theatrical performance.
Sinha said he has been overwhelmed by the response to Assi, with appreciation coming in through messages, DMs, and reels. “The mode of message transport has changed,” he said with a smile, adding that he is happy as long as people are saying positive things.
Speaking about the film’s intent, Sinha said he always hoped Assi would spark conversations, much like Thappad. “That’s the reason I make these films. I may not have all the answers, but society knows much more than I do. If people talk about these issues, they will find both the questions and the answers."
He admitted he was surprised by the intensity of the audience reaction. “The idea was to affect them, but it has affected them far more than I expected,” he said.
On whether audiences are ready for layered storytelling, Sinha said viewers are often underestimated. “We take our audiences very lightly. They have a very diverse palate. This is a country where filmmakers like Prakash Mehra, Manmohan Desai, Govind Nihalani, Shyam Benegal, and Basu Chatterjee all thrived at the same time. That shows the diversity of Indian audiences," he added.
However, he also pointed out that changing habits have impacted theatre-going. “Going out has reduced because it has become less convenient. It’s not just cinema; even retail habits have changed. People now have easier options at home.”
Talking about the film’s commercial performance, Sinha said success is relative. “Commercial success is very important for a film like this. These are difficult films to make and consume, so naturally they are harder to execute financially. But that is a choice you make and you live with it," said the filmmaker.
He candidly admitted he had hoped for more footfalls. “You think of the moon, while knowing fully well you may not get the moon. But it (Assi) even fell short of adequate. It did not become luxurious, but it also fell short of adequate in terms of the number of people who came to theatres.”
Still, he noted that over 1.2 million people watched the film in theatres, which he called encouraging.
Explaining what may have worked against the film, Sinha said reviews played a role. “Many reviews, though positive, used words like ‘disturbing’ or ‘a punch in the gut’. I think that became a deterrent.”
He added that audience reactions also influenced perception. “People came out and said, ‘It’s not for everyone’ or ‘Don’t watch it if you are sensitive’. That, in a way, worked against the film," he said,
At the same time, he said praise around the film also helped. “Words like ‘important watch’, ‘important story’, and praise for performances definitely drew people in," Sinha added.
On reviews, he noted they matter more for such films than mainstream entertainers. “For films like this, people depend on reviews. With mainstream films, even mixed reviews don’t always stop audiences.”
When asked about finding producers for his ideas, Sinha was candid: “Every time. Assi was difficult. The next one will be difficult too. But that’s part of my life.”
As for what keeps him going, he said simply: “The desire to do it. It’s irrepressible. I can’t suppress it.”
Assi is now streaming on Zee5.
Anubhav Sinha’s Assi premiered on Zee5 on April 17. In an exclusive conversation with India Today, the filmmaker reflected on the film’s reception, audience response, strong critical acclaim, and what he believes worked both for and against its theatrical performance.
Sinha said he has been overwhelmed by the response to Assi, with appreciation coming in through messages, DMs, and reels. “The mode of message transport has changed,” he said with a smile, adding that he is happy as long as people are saying positive things.
Speaking about the film’s intent, Sinha said he always hoped Assi would spark conversations, much like Thappad. “That’s the reason I make these films. I may not have all the answers, but society knows much more than I do. If people talk about these issues, they will find both the questions and the answers."
He admitted he was surprised by the intensity of the audience reaction. “The idea was to affect them, but it has affected them far more than I expected,” he said.
On whether audiences are ready for layered storytelling, Sinha said viewers are often underestimated. “We take our audiences very lightly. They have a very diverse palate. This is a country where filmmakers like Prakash Mehra, Manmohan Desai, Govind Nihalani, Shyam Benegal, and Basu Chatterjee all thrived at the same time. That shows the diversity of Indian audiences," he added.
However, he also pointed out that changing habits have impacted theatre-going. “Going out has reduced because it has become less convenient. It’s not just cinema; even retail habits have changed. People now have easier options at home.”
Talking about the film’s commercial performance, Sinha said success is relative. “Commercial success is very important for a film like this. These are difficult films to make and consume, so naturally they are harder to execute financially. But that is a choice you make and you live with it," said the filmmaker.
He candidly admitted he had hoped for more footfalls. “You think of the moon, while knowing fully well you may not get the moon. But it (Assi) even fell short of adequate. It did not become luxurious, but it also fell short of adequate in terms of the number of people who came to theatres.”
Still, he noted that over 1.2 million people watched the film in theatres, which he called encouraging.
Explaining what may have worked against the film, Sinha said reviews played a role. “Many reviews, though positive, used words like ‘disturbing’ or ‘a punch in the gut’. I think that became a deterrent.”
He added that audience reactions also influenced perception. “People came out and said, ‘It’s not for everyone’ or ‘Don’t watch it if you are sensitive’. That, in a way, worked against the film," he said,
At the same time, he said praise around the film also helped. “Words like ‘important watch’, ‘important story’, and praise for performances definitely drew people in," Sinha added.
On reviews, he noted they matter more for such films than mainstream entertainers. “For films like this, people depend on reviews. With mainstream films, even mixed reviews don’t always stop audiences.”
When asked about finding producers for his ideas, Sinha was candid: “Every time. Assi was difficult. The next one will be difficult too. But that’s part of my life.”
As for what keeps him going, he said simply: “The desire to do it. It’s irrepressible. I can’t suppress it.”
Assi is now streaming on Zee5.
