In last few years, several promising big budget Bollywood movies have failed to make any buzz on the box office and this has led actors and filmmakers to analyse what they have been doing wrong. Akshay Kumar in particular has delivered five flop movies this year so far and he's one of the highest paid actors of the industry. Apparently, Akshay charges close to 100 crore rupees per film which is insanely high for the quality of performances he puts out.

In a recent media event, the actor stated that he is willing to slash his prices by 30-40% in order to leave more room for the production of the film. Speaking at Hindustan Times Leadership Summit, Akshay said, "What is happening, as per me, is that things have changed. Audience wants something different. This is what we should think that we should sit down and try to give them that. It is our fault not the audience fault that they are not coming. We have to give them what they want. That is what we have to rethink. We have to dismantle what we have made and start all over again. Think what kind of cinema they would want to see. I want to start completely differently. And that is what I have started doing also. What has happened during the pandemic is that their choices have changed rapidly.”

Akshay continued, "There are so many other things that need to be done and not just by the actors but the producers and theatres as well. I’ll tell you I want to bring down my prices by 30-40%. Theatres need to understand that it’s recession time also. The audience has a limited amount of money to spend on entertainment. You cannot be spending so much on it. Everything has to change. And it’s not just the theatres. We have to work on the cost of me, the cost of making the film. Everything needs to be addressed.”