The three Khans of Bollywood—Shah Rukh Khan, Aamir Khan, and Salman Khan—have dominated the Indian film industry for decades. Over the years, Christmas has become one of the most lucrative release windows, and these superstars have made notable contributions during this Christmas festive period.
Girish Wankhede said, “Christmas has long been a cherished and strategic window for blockbuster releases in the Indian film industry, particularly dominated by the three Khans: Shah Rukh Khan, Salman Khan, and Aamir Khan. Girish Wankhede, a noted trade analyst, emphasizes the significance of this festive period, marked by its celebratory atmosphere, family gatherings, and extended weekends leading up to New Year’s Eve. For both filmmakers and audiences, Christmas has been a prime time to celebrate cinema.”
“Aamir Khan, in particular, has established himself as the king of Christmas releases. His dominance began with Ghajini in 2008, which not only redefined Bollywood’s action-thriller genre but also broke box office records, becoming the first Indian film to cross ₹100 crore. In 2009, 3 Idiots created cinematic history, resonating with audiences worldwide and solidifying Aamir’s position as a box office titan. His subsequent Christmas releases—Dhoom 3 in 2013, PK in 2014, and Dangal in 2016—achieved monumental success, each film setting new benchmarks in Indian cinema,” he feels.
“While Aamir Khan has been the most prolific in leveraging the Christmas window, his contemporaries have also made significant contributions. Salman Khan, known for dominating Eid releases, made his mark on Christmas with Dabangg 2 in 2012 and Tiger Zinda Hai in 2017, both of which were massive hits. Similarly, Shah Rukh Khan ventured into this festive slot with Don 2 in 2011 and Dilwale in 2015. Although Dilwale faced stiff competition from Bajirao Mastani, it managed to emerge as a commercial success.Over the years, the adage “Christmas belongs to the Khans” has been reinforced, with Aamir Khan boasting five superhit Christmas releases, while Salman and Shah Rukh each have two successful ventures during this period. However, the festive season has also seen contributions from other films like Simba (2018), Good Newwz (2019), and Bajirao Mastani (2015), which found success despite competing with Khan-led projects,” he adds.
“In recent years, however, there has been a noticeable decline in the dominance of Khan-led Christmas releases. Last year’s Merry Christmas, starring Vijay Sethupathi and Katrina Kaif, failed to capture the festive spirit traditionally associated with the period. This year, the spotlight is on Baby John, starring Varun Dhawan. Despite heavy marketing, the film lacks the anticipation and grandeur of past Christmas blockbusters led by the Khans.”
Wankhede views this shift as an opportunity for new talent and narratives to shine. While the absence of a Khan release during Christmas leaves a void, it also opens the door for fresh cinematic experiences. Films like Baby John aim to bring joy and entertainment, embracing the spirit of hope that defines the festive season.
As the cinematic landscape evolves, the legacy of the Khans’ Christmas releases remains a cornerstone of Bollywood history. While the present may feel different, the festive season continues to promise joy and anticipation, paving the way for new traditions and stars to emerge.
Aamir Khan: The Master of Christmas Blockbusters
Aamir Khan has strategically released several of his films during Christmas, turning the period into his signature slot. His journey began with the 2007 film ‘Taare Zameen Par,’ which tells the poignant story of an eight-year-old boy with dyslexia and his teacher’s effort to help him discover his potential. The film was both a critical and commercial success.
In 2008, Aamir followed up with ‘Ghajini,’ a revenge drama centered on a man with short-term memory loss avenging his girlfriend’s murder. This film became the first Bollywood movie to enter the ₹100 crore club, revolutionizing the action-thriller genre.
The year 2009 saw the release of ‘3 Idiots,’ a film that exposed the flaws of the Indian education system through a compelling story about friendship and self-discovery. It became the highest-grossing Bollywood film of its time and a cultural phenomenon.
In 2014, Aamir presented ‘PK,’ a satirical take on religion and blind faith, where he played an alien stranded on Earth. The film sparked widespread discussions, broke records, and was the first Indian movie to surpass ₹300 crore at the box office.
‘Dangal,’ released in 2016, brought the inspiring real-life story of wrestler Mahavir Singh Phogat and his daughters to the big screen. The film became a global sensation, especially in China, and remains one of Bollywood’s highest-grossing movies.
Shah Rukh Khan: Limited Yet Impactful Christmas Presence
Shah Rukh Khan, the “King of Bollywood,” has rarely chosen Christmas for his film releases. However, his 2011 release ‘Don 2’ made an impact during this festive period, and also 2015 ‘Dilwale’.
Salman Khan: Christmas as an Occasional Window
Although Salman Khan is synonymous with Eid releases, he has ventured into the Christmas slot on select occasions. In 2017, he released ‘Tiger Zinda Hai,’ an action-packed sequel to ‘Ek Tha Tiger.’ The film follows a RAW agent on a dangerous mission to rescue hostages, blending adrenaline-fueled action with a patriotic theme. It was a massive box-office success and one of Salman’s highest-grossing films.
Raj Bansal, a prominent film distributor, has often highlighted the association of the Khans with specific festive release windows. According to him, “Eid was with Salman, Diwali was with Shah Rukh, and Christmas was with Aamir Khan.” He pointed out that Aamir Khan’s Christmas releases, such as Taare Zameen Par, Ghajini, 3 Idiots, Dhoom 3, and PK, solidified his dominance during this festive period. Aamir’s most recent release, Laal Singh Chaddha, was an exception, hitting theaters in August 2022. Reflecting on the absence of Aamir during Christmas in recent years, Bansal remarked, “Without him, Christmas looks dull. I hope to see him next Christmas.”
Bansal also elaborated on how this tradition began. He dismissed the idea that it happened by chance, asserting that it was a well-planned strategy. Aamir Khan recognized the potential of the Christmas holiday season, particularly due to its appeal in international markets, where Christmas coincides with extended holidays. Aamir’s immense popularity in India, combined with his carefully curated filmography—often releasing one film every two years—ensured that his projects opened to packed theaters worldwide.
The tradition of Aamir Khan owning Christmas reportedly began with Ghajini in 2008. This was followed by 3 Idiots in 2009, which further cemented his reputation as the king of Christmas releases. His films not only capitalized on the festive cheer but also showcased strong narratives, ensuring they resonated with audiences globally. Dangal stands as Aamir’s biggest box-office success to date, proving that his calculated approach to Christmas releases reaped enormous rewards.
Raj Bansal’s insights underline the strategic brilliance behind Aamir Khan’s dominance of the Christmas release slot, turning it into a tradition eagerly awaited by fans and the industry alike.
Why Christmas?
The Christmas period offers a unique combination of long holidays, family gatherings, and a festive atmosphere. Aamir Khan has been the most consistent in capitalizing on this window, delivering films that combine strong storytelling with universal appeal. While Shah Rukh Khan and Salman Khan have occasionally embraced Christmas releases, Aamir’s consistent presence during this period has made him synonymous with festive blockbusters.
Ramesh Taurani, a seasoned Bollywood producer, has highlighted the strategic importance of Christmas as a release window for films. He observed that Christmas is particularly beneficial because it coincides with holidays worldwide, making it an ideal time for moviegoers to flock to theaters. According to Taurani, releasing a film during Christmas has historically been favorable for both actors and producers, as it ensures higher footfalls and greater returns.
He also remarked on how the approach to announcing release dates has evolved over time. “Khans have always booked their holidays,” he said, referring to Shah Rukh Khan, Salman Khan, and Aamir Khan’s preference for releasing their big-ticket films during festive periods. However, Taurani noted a significant shift in the industry’s dynamics. Filmmakers now announce their release dates even before shooting begins, a departure from earlier practices when release dates were determined by a film’s completion status. In the past, producers would finalize a release date closer to completion, strategically aligning it with festivals to maximize viewership.
Taurani’s perspective underscores the growing competition and planning that goes into securing prime festive slots, which have become a cornerstone of box-office success in modern Bollywood.
Box Office and Legacy
The Khans’ Christmas releases have often redefined box-office benchmarks, offering unforgettable cinematic experiences. Whether it is Aamir’s thought-provoking dramas, Shah Rukh’s stylish thrillers, or Salman’s action-packed spectacles, their films have made the festive season even more special for Bollywood audiences.
In conclusion, while Shah Rukh dominates Diwali and Salman reigns over Eid, Aamir’s consistent Christmas releases have established his dominance during this festive window, making it a prime period for Bollywood’s biggest blockbusters.