veearnings from various places put together. It indicates that money has come but that doesn’t mean that the film has made any noteworthy impact at any particular place.
Contrary to the popular belief and the faith of his fans, SRK has not been ‘ruling the industry for 20 years’ etc. His career has been full of ups and downs like that of any other star. For one or two hit films, there have been an equal number or more of flop films. The number of flops was more in the first decade of his career and the second decade kind of reversed the ratio. But the failures did keep coming. Only difference being this time they were not at all being recognized by him or by the media. Propagating of the ‘king’ myth was kind of coming in the way of honest analysis of things and accepting the basic fact that you win some, you lose some. It’s part of the game.Shah Rukh’s overall career tally of hits and misses stands something like this –TOTAL RELEASES: 51
Super Hit/blockbuster 17
Hit 6
Average 8
Flop 20
Overseas Hit from above 51 21
Note: Hits include My Name Is Khan, Ra.One and Don 2 on the basis of their overall collection and Flops don’t include his guest appearances. All flops have Shah Rukh as a lead or as an important character in a multi-starrer. There can be a disagreement on one or two films but more or less this is the picture.Let’s just glance through Shah Rukh’s career without dwelling much on the inconsequential films and considering only the major films.Shah Rukh made a transition from TV to films in 1990 through Dil Aashna Hai. This film did not make any splash but Deewana released in the same year did. Shah Rukh had a supporting role in the film. His acting in Deewana was artificial and theatrical but his passion and enthusiasm was palpable. He was noticed and even liked in this musical hit. In 1992, his then Godfather Aziz Mirza cast him in Raju Ban Gaya Gentleman. It was a reprised version of Raj Kapoor’s Shree 420. Though this film was not a major success, Shah Rukh managed to steal some hearts. Maya Memsaab released in the same year was a total washout. Shah Rukh was being recognized and liked but he was far from being a star.

Things started going wrong in 2010 with My Name is Khan. This film is considered a hit on the strength of its overseas collections but the fact is that it totally failed to impress the audience back home. His subsequent releases Ra.One and Don 2 met with the similar fate and Jab Tak Hai Jaan is probably the weakest performer of Shah Rukh’s films in recent times.Formula Failure? The main reason for this could be making films with an eye on the overseas market. After DDLJ, a trend to please NRI audiences started. Therefore the stories were related to people living in foreign countries or returning from these countries. Sometimes, the drama happened in India as wellas some foreign country while at times the story was entirely set in the foreign country. Most of the shoot was carried out on foreign locales. This not only changed the look of the film but also the substance of the film. After a while, not only Indians living abroad but even the foreign audience started reacting very positively to these films as they looked like their own films but had all the Bollywood ingredients of song & dance, emotion & drama and colorful spectacles. The formula worked big time. It brought in collections in foreign currency and also gave Shah Rukh some recognition in these countries.
MNIK, Ra.One and Don2 all were clearly aimed at capitalizing on this and taking a further leap as far as international recognition is concerned. It was evident in the storyand treatment of MNIK that it was aimed at making a splash internationally. Ra.One also seemed to have been made with a dream of making it a popular franchise like Superman and Spiderman. Don 2 was a Hollywood style action-thriller totally devoid of emotions that Indian audience cannot do without.The reason for Indian audience’s rejecting these films was plain and simple – they were not made for them.

What could be the strategy change?
Make films with Indian audience in mindSo, the first strategy change for Shah Rukh would be to start making films for the Indian audience but make it of such a quality that it would also appeal to the international audience.
Change of tracksJust a fleeting look through Shah Rukh’s career and three things stand out. ONE- that he has been most successful in romantic or emotional dramas, TWO,- almost all of his huge successes have come from Yash Chopra or Karan Johar and THREE whenever he has tried to experiment, he has failed.Stories high on emotion and romance, high production values turning the film into a grand spectacle, super hit music, first rate technicians, popular co-stars seems to be the formula.The strangest thing about his latest film is that it is made by Yash Chopra, it is a romantic and emotional drama and he is playing the kind of role he is most liked in and yet the formula seems to have failed this time.Today, the main problem with him doing romantic films is his age. These roles don’t suit him anymore as age has started showing on his face. Floppy hair notwithstanding, he doesn’t look 25 or 30 anymore. And Indian audience is definitely not ready for mature love stories. So, he needs to look for a total change of track.
So, the strategy change for him would be to go beyond romance and give a try to a totally new genre. He has a good sense of comedy and has a good comic timing. Comedy is a genre that is always in demand. So, he should give it a try. Also family dramas high on emotions would work well for him. He can also look to play strong characters in interesting stories that do not necessarily fit into any genre.
No Action filmsShah Rukh should stop being too competitive and doing everything that others are doing. He has his strengths and weaknesses. He should play to his strengths. He should avoid doing action films just because others are doing it. Action is the genre that doesn’t suit him no matter how hard he tries. So, an out and out action film should be avoided.
Being AdventurousShahrukh should stop believing in the ‘king’ humbug and should start taking risks in the sense he shouldn’t look to make films only for potential record collections and accolades. He did negative roles in the beginning of his career but that wasn’t taking risks. He was a newcomer. He had no set image and he had nothing to lose. He should get into that mode once again. For the past few years he has been looking to do films that are grand enough for his carefully crafted ‘king’ image and has ended up doing dazzling but soulless productions.The other two Khans of the Khan trio don’t take their superstardom too seriously. All through their respective careers, they have taken risks of working with newcomers or unknown or failed people. They also go for scripts that don’t look like winners right away. Shah Rukh should also look to work for the fun and excitement of it rather than doing films to impress or clinging on to an image and trying to prove that he is No.1.
Work over Image BuildingThat brings us to the huge image building exercise that is relentlessly being carried on for and by Shah Rukh. It may be necessary but it has been proved that it doesn’t work beyond a point. So, next strategy change would be, to concentrate more on work rather than on image building. After all he is a film star. People connect with him through his films. If films fail to connect, all other image building exercises are not going to make much difference. So, he should just relax, try to have fun, make good films and let the image building take a back seat.These are the broad and immediate strategy changes for Shah Rukh that one can think of. It’s not that Shah Rukh is waiting for tips and advice from people but he can surely do with some feedback from his fans and also from ‘non-fans’. And no matter whether he takes note of this or not, we will surely have fun discussing it. So, what do you think?

看着爱无止境艰难的突破印度本土票房十亿卢比大关，我们好奇沙先生这是怎么了。
他的电影正拼尽全力朝十亿卢比进发——而这个数字在今天早就不再是什么难关了。随着电影银幕数以及电影票价的提高，每部大片票房都可以跨过十亿卢比。当沙先生的对手们正一次又一次的刷新纪录并赢得观众芳心之时，他的片子似乎不被买账。唯一的安慰来自于海外票房收入，但是和其他电影相比，这也是大多源于他的片子更广泛上映的缘故。但是因为海外票房收入而自满而国内观众不领情，身为一个明星，毫无价值可言。海外票房只是数据，只是各个国家收入总和，只能意味着得到了这么多的钱却不能说明电影在任何特定地区造成了显著的影响。
和普遍观念以及沙迷的迷信相反，沙先生并没有“统治电影圈20年”。他的职业生涯，充满了起起伏伏，就和其他明星一样。有一部两部热门作品，同样也会有数量相同的甚至更多的败笔出现。他的失败作品更多集中于他职业生涯的第一阶段，而到了第二阶段局势完全逆转。但是失败作品的确也有出现。唯一的不同在于，这个阶段的失败作品，并不被他或者媒体承认。扩大“王”的神话，反而阻碍了对事情的坦诚分析，无法接受人无完人，有得就有失这样的简单事实。
沙先生的职业生涯的全面统计基本如下
总共51部电影
票房炸弹 17部
成功 6部
平均 8部
失败 20部
其中海外票房成功有21部
注意：“成功”一栏，以总票房为基础，包括我的名字叫可汗 Raone Don2。“失败”一栏不包括他的友情客串。所有的失败作品，沙先生均为绝对主角或者多主角电影中重要角色之一。在一部两部电影上可能存在争议，但是这就是大概情况了。

让咱们看看沙先生的职业历程，不去过分纠结无关紧要的电影，只考虑他主要的作品。
1990年他凭借作品Dil Aashna Hai从电视界过渡到电影界，这部电影没啥反响但是同年的另一部电影Deewana有反响。沙先生在电影里出演了一个配角。他这部电影的表演很夸张做作，但是他的激情和热忱显而易见。在这部热门电影中他被关注受到喜爱。在1992年他那时的伯乐Aziz Mirza在电影Raju Ban Gaya Gentleman让他出演角色，这是RajKapoor电影Shree 420的翻拍版。虽然这部电影不算是大获成功，但是沙先生成功赢得人们喜爱。同年的电影Maya Memsaab是彻底的惨败，沙先生受到承认和喜爱但是，离明星还差得很远。
大杂烩时期(1990-2001)
重要的转折点来自于1993年，YashChopra先生的Darr。这部由好莱坞电影改编的，关于痴情爱人和他极端的求爱历程的电影成功打动观众。音乐耳熟能详加上Yash出色的导演功力让这部电影成为当年最大的票房炸弹。沙先生电影中的痴情一片和台词K-K-K-K Kiran打动了观众，年轻的沙先生得到了很高的赞誉。之后的电影Bazigar，他又一次演了一个带着负面阴影的角色，这部电影也是改编自好莱坞。沙先生成功演绎了一个为了寻仇虚伪冷血的杀人犯。和他更出名的，长得奶油小生脸庞的同辈人相比【某米躺枪=。=】这两部电影让沙先生更加突出。但是他之后在电影Anjam and Raam Jaane对类似角色的尝试，没有得到成功。1994年的Anjaam失败了，Kabhi Haa, Kabhi Na同年上映，得到了一些关注，但是这部电影也不能算是大获成功。
沙先生下一部成功之作来自于1995年，和萨主演的卡然与阿俊。这部转世传奇故事，有一切必须的娱乐要素，在当年特别成功。之后就是有分水岭意义的电影勇夺芳心，这部电影赢得了全球观众的好评，成为了宝莱坞历史上大片之一。一切水到渠成，沙先生当时已经成为了大明星。但是这不能保证更长久的成功，1996年，他带来两部电影都很平庸——English Babu和Desi Mem and Chahat。两部电影失败的很彻底。1997年Pardes又是沙先生成功之作即使这部电影不完全是他的片子。之后的YesBoss和Koyla都不成功，但是Dil Toh Pagal Hai的成功结束了他的1997年。
这部超级大片之后，又一次的，是一部烂片Duplicate，还有就是话题很多但是票房不理想的发自内心。但是KaranJohar的怦然心动让1998年的沙先生没那么失败。这部青春爱情片又一次成为了宝莱坞历史上大片之一。之后1999年的Badshah票房平庸，之后2000年又是失败的Phir Bhi Dil Hai Hindustani和勉强算作成功的Josh。又一次的，是YashChopra拯救了他，情字路上同年上映火爆。

黄金年代(2001-2008)
2001年由一部票房失败的阿育王开始，但是之后花无百日红票房飘红。2001年到2008年，沙先生的成绩单让人羡慕。除了两部不成功的片子之外，他贡献了一部又一部的票房热门。2002年宝莱坞生死恋——成功，2003年Chalte Chalte——成功，爱没有明天——成功。2004年宝莱坞之不可能完成的任务——成功，爱无国界——超级成功，故土——失败。2005年鬼丈夫——失败。2006年永不说再见——成功，Don——成功。2007年加油印度——超级成功，再生缘——票房炸弹。2008年天生一对——票房炸弹。这八年，是沙先生职业生涯真正出彩的时段。
从2010年的我的名字叫可汗开始，事情有了变化。这部电影被看做是票房大热完全是依赖海外票房收入。但是国内观众并不买账。之后的Raone，Don2命运类似，爱无止境恐怕是沙先生近期电影中表现最失常的。
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失败方程式?
最主要的原因是制作电影时盯着海外市场不放。在勇夺芳心之后，讨好外籍印度人的趋势开始了。因此，电影情节开始向住在海外的人们或者海归一派倾斜。有时候，故事发生在国外和印度，有时候，故事彻彻底底就是以海外为背景。大多拍摄都是在国外进行。这不但改变了电影的面貌也改变了电影的内容。不久之后，不止住在海外的印度人甚至是国外观众都开始对这些电影报以积极反应，因为这些片子看起来就是他们本地出产但是还加有着全部宝莱坞的歌舞风味，情感戏剧风味，还有五彩缤纷的景象。这样的方程式运转了很久时间，得到了不菲的国外票房，也给沙先生带来了国际声誉。
我的名字叫可汗，Raone,Don2充分利用了这个原理，在国际声誉上取得飞跃。从我的名字叫可汗的故事情节和受到的待遇可见，这部电影就是旨在在国际上引起强烈反响的。Raone也是怀揣着一个成为下一个超人蜘蛛侠的梦想拍摄的。Don2是好莱坞模式的动作悬疑片，脱离了印度观众赖以为生的情感要素。印度观众拒绝这些电影的理由简直太简单太明显了——这些就不是给他们拍的。