Farhan Akhtar’s Finds His Strength in Small Cinema
Even as speculations swirl around Farhan Akhtar’s long-awaited directorial return with Don 3 and the uncertain status of Jee Le Zara, his production company Excel Entertainment continues to quietly build on its credibility, albeit without blockbuster numbers.
Excel-backed Manipuri film Boong earned a BAFTA nomination for Best Children’s Film; This is a major milestone for a studio that is increasingly positioning itself as a supporter of diverse, content-driven cinema. While it’s hard to remember the last time a full-fledged blockbuster hit the banner – post-Raees in 2017 and the breakthrough success of Gully Boy in 2019 – Excel has consistently pushed the envelope, building a reputation for championing stories across genres and platforms rather than chasing tentpole shows.
From the comic book Fukrey series and Madgaon Express to popular publications like Inside Edge, Mirzapur and Made in Heaven, the emphasis continued on storytelling through bloated star vehicles. Film writer and critic Yasser Usman points out that Excel has the resources and credibility to work beyond the mainstream. “Excel have the money, connections and credibility to get on the festival circuit and make inroads, and the films they back are really good. Mentioning Boong and BAFTA could help attract international co-productions and build stronger connections with streaming platforms,” he says.
Usman also notes that Universal Music’s recent stake in the company gives Excel a wider audience, global reach and a strong music-focused ecosystem. Unlike many family-focused studios, he thinks Excel isn’t currently in the race to deliver big blockbusters. “The focus seems to be on shaping taste, supporting storytellers, and staying relevant as a solid brand. However, if Don 3 and Jee Le Zara move forward, they will be back to making a big theatrical push.”
Trade analyst Sumit Kadel echoes this assessment, observing that Excel’s films appeal largely to a niche audience. “The focus has always been on the multiplex audience,” he says, adding that many major studios are currently struggling with an over-reliance on stars and familiar ideas. “Filmmaking is much more difficult now. There is a lack of originality and inflated star costs often force producers to go elsewhere. The current landscape suggests that more films fail than succeed.”
As the industry increasingly turns to content-driven, mid-budget cinema and producers reassess the risks associated with star-heavy blockbusters, Excel appears to have read the matter well.
Addressing the balance between creativity and business, Farhan Akhtar has previously talked about resisting the pressure not to take chances. “Over time, you’re constantly told to be careful, to cover all the bases. It’s something you have to keep tackling. When the numbers and business become the narrative in your head, you’re no longer connected to what made you want to make films in the first place,” he said.
For now, Excel Entertainment’s content seems to be staying true to that philosophy — even if the elusive blockbuster remains just out of reach.
