Ahmed Khan: Social media can make or break a film before it's even over

Welcome to the Jungle director Ahmed Khan said instant social media reactions can shape a film's fate before it ends. He said word of mouth still matters most, citing the Akshay Kumar starrer's rising response.

In Short

• Director Ahmed Khan warned against quick film judgements via social media
• Khan highlighted word of mouth as key to a film's success
• He said veteran filmmakers and families praised the Welcome To The Jungle's humour

With Welcome to the Jungle witnessing strong word of mouth after a slow start at the box office, director Ahmed Khan believes audiences today are often too quick to label a film a hit or a miss. Speaking to India Today, he said instant social media reactions can influence a film's fate even before viewers have watched it in its entirety.

Talking about the pressure filmmakers face in the age of instant reactions, Khan said many viewers rush to judge a film within the first half hour. "Many times, people don't even wait for the two-and-a-half-hour film to end. In 30 or 45 minutes, they'll say, 'This film is horrible.' Then, after finishing the film, they realise, 'No, it's actually fantastic.' But by then you've already sent that message to 50 people. Later, you may tell two people that you were wrong, but what about the other 48? That's why I feel it's like a cricket match—you can't declare the result in the first few overs. You have to wait till the end. Anything can happen."

The director acknowledged that while social media can sometimes hurt a film, it can also work in its favour. Ultimately, he believes audience recommendations remain the biggest driving force behind a movie's success. "This has worked for us, and at times it has gone against us too. So many times, people watch a film and say, 'Oh man, it's fun. We're liking it.' Sometimes the wrong message gets passed around, and sometimes it helps the film. But word of mouth genuinely works. It always has."

Drawing a parallel with everyday life, Khan explained why he considers word of mouth the most powerful form of publicity.

"Even today, if you're planning a holiday and I tell you I've been to Dubai, Vietnam or Bangkok, you'll ask me where you should go. If I tell you Dubai is fantastic, but it's hot and expensive, or I recommend Vietnam, that's word of mouth. The same thing happens when you're looking for a doctor—you ask people for recommendations. Word of mouth is the most important thing, and it's really helping this film a lot. The numbers are proof."

Talking about Welcome to the Jungle, Khan said he first keeps an eye on advance bookings and box-office numbers after a film releases, but the real confidence comes from watching audiences react inside theatres.

"The first thing you look at is the box-office numbers and the advance booking. We started slow, but then it suddenly picked up. That's when you realise people are interested in watching the film. When I went and saw a show and witnessed the audience's reaction, it gave me the belief that this film can't go wrong. People had lapped it up, they had owned it, and they understood what the makers wanted to show them. That's when I said, 'No looking back.'"

Khan said the overwhelming response over the past few days has been reassuring, with appreciation pouring in not just from audiences but also from some of the biggest names in the film industry. "Right now, it's taken me three days just to digest everything. The numbers keep going higher and higher, and I'm constantly getting calls from actors and filmmakers saying, 'What a film you guys have made.'"

He revealed that praise from veteran filmmakers has been particularly meaningful. "What really touches me is when seniors like Subhash Ghai and Rakesh Roshan call and say, 'How unapologetically you've made it, Ahmed. Great work. Kudos.' Rajkumar Santoshi, Anil Sharma... when such great filmmakers call, you realise, 'Yeah, man, you've done a fair job.' Of course, actors have called too—everybody has."

The director added that several actors watched the film in theatres and reached out to him immediately after. "I know many of them have watched the film in theatres. Some even called me directly from the theatre and said, 'Sir, what have you made? We are tired'—from laughing."

For Khan, however, the biggest compliment has come from families discussing the film long after they leave the cinema. "The best part is that everyone keeps telling me, 'My mother couldn't stop laughing. My father couldn't stop laughing. My sister was going crazy.' That makes me feel so happy because when people go home, they're talking only about the film. That's what really makes me happy."

Welcome to the Jungle, which released on June 26, features an ensemble cast led by Akshay Kumar alongside Suniel Shetty, Jackie Shroff, Arshad Warsi, Tusshar Kapoor, Shreyas Talpade, Paresh Rawal and several others.

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