Experts laud Aamir Khan`s decision to skip OTT release of Sitaare Zameen Par

How can one revive theatres that have witnessed a slump in the post-pandemic scenario? Most filmmakers believe spectacle movies are the answer. But Aamir Khan has another theory that he is putting to the test with Sitaare Zameen Par. At a time when films arrive on streamers after eight weeks of release, the actor and producer has decided to skip the OTT route altogether, making the movie a big-screen-only affair. He is confident it will encourage people to flock to cinemas.

The decision is expected to benefit single-screen owners the most. They were the hardest hit in the business, with industry insiders estimating that over 1000 single screens were shut down across India since the pandemic. Taran Adarsh, trade analyst, says, “It has been tough to stay open, especially after the pandemic. OTT has made people hesitant to step out for films. But Aamir’s decision gives us hope that we might see the crowds returning to our screens. His strategy is smart. I believe holding off OTT release will benefit the theatrical business; it will flourish, if done smartly.”

(L to R) Genelia Deshmukh and Aamir Khan in Sitaare Zameen Par. Pics/AFP, Instagram

Distributor Raj Bansal, who owns Entertainment Paradise in Jaipur, believes Khan’s unusual decision will help multiplexes as well. More importantly, he hopes it will make others rethink the current business model that favours streaming giants. “I’ve been advocating for a long time that there should be a window of at least three-four months before a movie goes to OTT. Showing movies so quickly on OTT is harmful for the theatres. Aamir Khan has always been a game-changer. He was the first actor to give a Rs 100 crore and R300 crore movie. Multiplexes are bleeding and Aamir’s decision can boost their business. Had they not been released on OTT so soon, Jawan [2023] or Pathaan [2023] would have done better business at the single screens.”  

Satadeep Saha, whose SSR Cinemas owns a multiplex chain as well as many single screens in eastern India, lauds Khan for the decision. “We are thankful to Aamir for taking this step — something no one did before in the film industry. Every producer should take this step,” he says, before adding, “If a film is not restricted by the OTT window, its box-office collections can increase by 25 to 30 per cent.”

However, Vishek Chauhan, a cinema owner from Bihar, has a contrary opinion. He argues that OTT platforms are not a challenge to theatres. “OTT is a threat to television; it killed DVDs, not theatres. Piracy is a threat to cinemas. Aamir has got this wrong. The theatrical audience wants an experience. They’re showing up for Bhool Chuk Maaf in Patna theatres, despite knowing that it’s on OTT. The real factor is the product. If you make a film people want to see, they will come. Post-COVID, maybe Aamir’s films haven’t been as relevant.” 

1000
Estimated number of single screens that shut down in India since the pandemic 

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