It's not as if the superstars aren't aware of this -- and that age isn't on their side. They have experimented but they seem to have focused more on physicality than content at times. SRK played a physically challenged man in Zero and Aamir attempted scenes that had shades of Pirates of the Caribbean in Thugs. Also he played a 50-60-year-old in Dangal. And there've been films like Taare Zameen Pe and Secret Superstar in the past. 'Thugs was a miscalculation,' says Nahta. 'The expectations were also huge since it was a Yashraj Films production and Aamir's first outing ever with Bachchan.'

It's important to put the latest failure in context and their box office record in recent years hasn't been all that bad. Salman, for instance, has had four blockbusters and two flops in the past five years. His mega-hits include Kick, Bajrangi Bhaijaan and Sultan. Aamir too, has delivered superhits like Dhoom3, PK and Dangal during the same time.

Right now, of the three superstars, Shah Rukh is under the most pressure given he's had three flops in a row with Fan, Jab Harry Met Sejal and Zero. 'The heart still says it's in these types of films he’ll find success. But all of the Khans just need to assess scripts in a better way,' says Nahta.

Bear in mind too that the Khans operate on an entirely different scale from lesser Bollywood stars. Race 3, Thugs and Zero were all made on lavish budgets and had to pull in colossal returns to be labelled a hit. Race 3 pulled in revenues of Rs 169 crore but that was just enough to recover its investment. Thugs of Hindostan brought in about Rs 145 crore and Zero earned Rs 97 crore but that wasn't enough to prevent them being flops. In the movie industry, a flop is defined as a film that loses 50 per cent or more of its investment.

Still, to flourish in this new age of Bollywood cinema, the Khans would be wise to heed the examples of Rajinikanth or Amitabh Bachchan. “See how Rajinikanth's pictures work because he changes with the times and does work the public likes -- or how Amitabh changed himself from the angry young man. Stardom khatam nahi hua but they’ll have to reinvent themselves,” says Hirawat. And ultimately, if they keep in mind that 'content now is king and choose the right scripts, the sky’s still the limit for the Khans as they have the charisma and universal appeal', says independent film distributor and box office analyst Suniel Wadhwa. Otherwise, audiences really will start calling time on the Khans.

It's not as if the superstars aren't aware of this -- and that age isn't on their side. They have experimented but they seem to have focused more on physicality than content at times. SRK played a physically challenged man in Zero and Aamir attempted scenes that had shades of Pirates of the Caribbean in Thugs. Also he played a 50-60-year-old in Dangal. And there've been films like Taare Zameen Pe and Secret Superstar in the past. 'Thugs was a miscalculation,' says Nahta. 'The expectations were also huge since it was a Yashraj Films production and Aamir's first outing ever with Bachchan.'

It's important to put the latest failure in context and their box office record in recent years hasn't been all that bad. Salman, for instance, has had four blockbusters and two flops in the past five years. His mega-hits include Kick, Bajrangi Bhaijaan and Sultan. Aamir too, has delivered superhits like Dhoom3, PK and Dangal during the same time.

Right now, of the three superstars, Shah Rukh is under the most pressure given he's had three flops in a row with Fan, Jab Harry Met Sejal and Zero. 'The heart still says it's in these types of films he’ll find success. But all of the Khans just need to assess scripts in a better way,' says Nahta.

Bear in mind too that the Khans operate on an entirely different scale from lesser Bollywood stars. Race 3, Thugs and Zero were all made on lavish budgets and had to pull in colossal returns to be labelled a hit. Race 3 pulled in revenues of Rs 169 crore but that was just enough to recover its investment. Thugs of Hindostan brought in about Rs 145 crore and Zero earned Rs 97 crore but that wasn't enough to prevent them being flops. In the movie industry, a flop is defined as a film that loses 50 per cent or more of its investment.

Still, to flourish in this new age of Bollywood cinema, the Khans would be wise to heed the examples of Rajinikanth or Amitabh Bachchan. “See how Rajinikanth's pictures work because he changes with the times and does work the public likes -- or how Amitabh changed himself from the angry young man. Stardom khatam nahi hua but they’ll have to reinvent themselves,” says Hirawat. And ultimately, if they keep in mind that 'content now is king and choose the right scripts, the sky’s still the limit for the Khans as they have the charisma and universal appeal', says independent film distributor and box office analyst Suniel Wadhwa. Otherwise, audiences really will start calling time on the Khans.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.

It’s rare for an early morning film interview to start on time. So imagine our surprise when we found Emraan Hashmi at the venue waiting for us. “Even after all these years, this is the one bad habit I haven’t been able to change. I am always on time,” Emraan says with a laugh.

We met Emraan, who is acting in and co-producing Why Cheat India that releases this Friday. The film’s title was changed from Cheat India after the Central Board of Film Certification (CBFC) reportedly raised objections to the earlier title. The change was announced just hours after we spoke to Emraan at a studio in Bandra close to his Pali Hill home in Mumbai. We chatted about his new innings as an actor, which includes working in different mediums.