Despite the holiday season and Aamir's promotional campaign, the audience kept away. The star's earlier offerings, Dangal (2016) and Secret Superstar (2017), had roared at the box office, making Aamir a familiar face across the border. The Chinese press labelled Thugs as a 'knock-off version of Pirates Of The Caribbean.'

In a gesture that reflected his thorough professional attitude, the leading man of the Rs 300-crore Diwali offering stepped up to take responsibility for the film's dismal performance. "We tried our level best and didn't leave any stone unturned [in making an entertaining film], but somewhere we went wrong. There are some who liked the film, but they are in minority. Majority of the audience didn't like it. I take full responsibility for its failure," said the superstar.