In an era when films often appear on streaming platforms within weeks of their theatrical debut, Aamir Khan is betting on the irreplaceable power of the cinema hall.
With Sitaare Zameen Par, his latest release, Khan and his team at Aamir Khan Productions (AKP) have charted a markedly different course - one that eschews conventional marketing hooks and algorithm-friendly storytelling, and instead leans into emotional depth and a theatrical-only run.
Released exclusively in cinemas, with no OTT premiere, Sitare Zameen Par is proving that theatrical conviction can still translate into commercial momentum. According to Kamal Gianchandani, President of the Multiplex Association of India and CEO of PVR INOX Pictures, the film saw a 100 percent jump in footfalls on Saturday over Friday-a strong indicator of growing word-of-mouth and audience goodwill. “This isn’t a commercial film in the traditional sense,” Gianchandani said. “It doesn’t have those easy hooks. It’s a fine gem. The very idea that it’s only in cinemas is creating a kind of urgency -we’re seeing people making the effort to come out and watch it.”
The decision not to release the film on OTT - even after the now-standard eight-week window was deliberate. In fact, at the WAVES Summit earlier this year, Aamir Khan expressed concern over shrinking theatrical windows.
His long-standing advocacy for communal movie-watching is not new. Khan has, over the years, repeatedly underlined the emotional and cultural role of cinema halls. With Sitaare Zameen Par, that principle has been put into practice. “He’s completely loyal to theatres,” Gianchandani said. “And this is not just about nostalgia - it’s about belief. He’s showing the industry that you can still back a film like this, without compromise.”
The strategy is not without risk. In an increasingly metrics-driven industry, where digital sales and streaming partnerships offer quick recovery and global reach, holding out on OTT is a financial leap of faith. But for AKP, Gianchandani says, that’s precisely the point. “They’re willing to let go of short-term returns. That speaks volumes about their commitment to cinema as an art form and about theatrical importance as a long-term value.”
As the film continues its run, exhibitors are optimistic. “The film will be in theatres for a long time,” Gianchandani predicts. And perhaps more importantly, it will be remembered not just for its story, but for how it chose to be seen - a milestone in film distribution.
With Sitaare Zameen Par, his latest release, Khan and his team at Aamir Khan Productions (AKP) have charted a markedly different course - one that eschews conventional marketing hooks and algorithm-friendly storytelling, and instead leans into emotional depth and a theatrical-only run.
Released exclusively in cinemas, with no OTT premiere, Sitare Zameen Par is proving that theatrical conviction can still translate into commercial momentum. According to Kamal Gianchandani, President of the Multiplex Association of India and CEO of PVR INOX Pictures, the film saw a 100 percent jump in footfalls on Saturday over Friday-a strong indicator of growing word-of-mouth and audience goodwill. “This isn’t a commercial film in the traditional sense,” Gianchandani said. “It doesn’t have those easy hooks. It’s a fine gem. The very idea that it’s only in cinemas is creating a kind of urgency -we’re seeing people making the effort to come out and watch it.”
The decision not to release the film on OTT - even after the now-standard eight-week window was deliberate. In fact, at the WAVES Summit earlier this year, Aamir Khan expressed concern over shrinking theatrical windows.
His long-standing advocacy for communal movie-watching is not new. Khan has, over the years, repeatedly underlined the emotional and cultural role of cinema halls. With Sitaare Zameen Par, that principle has been put into practice. “He’s completely loyal to theatres,” Gianchandani said. “And this is not just about nostalgia - it’s about belief. He’s showing the industry that you can still back a film like this, without compromise.”
The strategy is not without risk. In an increasingly metrics-driven industry, where digital sales and streaming partnerships offer quick recovery and global reach, holding out on OTT is a financial leap of faith. But for AKP, Gianchandani says, that’s precisely the point. “They’re willing to let go of short-term returns. That speaks volumes about their commitment to cinema as an art form and about theatrical importance as a long-term value.”
As the film continues its run, exhibitors are optimistic. “The film will be in theatres for a long time,” Gianchandani predicts. And perhaps more importantly, it will be remembered not just for its story, but for how it chose to be seen - a milestone in film distribution.
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