He says every film must make at least half of the amount that Hollywood film "Avatar" minted.
"Rs.100 crore is too less. To think of it is a limitation by itself. People who don't understand films and creativity in films, they put our work in these boxes (of Rs.100 crore clubs).
"I would want every film to do roaring business. If we have to establish a footprint globally, Rs.100 crore is too less. I would want each of our films to make as much money as 'Avatar'. At least 50 percent of it," Shah Rukh said at a press conference here Thursday night.
The actor, whose "Ra.One" and "Chennai Express" were money spinners, says that by putting the Rs.100 crore cap, we are limiting our own possibilities.
"It is a good base to start off business-wise, but I don't think of business. I am a creative person. I think and I like to believe there is no limitation to creativity," he said.
The actor's next film is "Happy New Year", which comes from his home production Red Chillies Entertainment. A multi-starrer heist drama with dollops of dance and music, the film is directed by his close friend Farah Khan.