Bollywood is at a sensitive moment, and one star, Aamir Khan, is setting a powerful example. As more and more filmmakers turn to streaming platforms, the traditional cinema experience is suffering. Many films are marketed with their OTT partners. Take the case of Bhool Bhulaiyaa 3. The movie’s trailer shows a 4th wall breaking moment where the cast suddenly discussed Netflix.
Yes.
This leads audiences to think, “Why go to the theatre when I can watch it at home soon?” This mindset directly is totally destroying ticket sales.
Aamir Khan’s decision to release his films exclusively in theatres before considering OTT deals shows a commitment to the cinema experience.
Imagine if more Bollywood filmmakers followed suit! By prioritizing theatrical releases, they could boost ticket sales and kill the problem that is plaguing the industry.
Experts say that many producers rely on pre-release streaming deals for funding. While this is understandable, it raises an important question: Is immediate financial gain more important than the industry’s long-term health?
More importantly, the theatrical business is not just for the producers. It is also for distributors, cinema owners and the very person who works as a staff inside a cinema hall in Tier 1 city.
The Southern film industry is already setting a great example by avoiding OTT partner labels and that makes so much more sense. If Bollywood filmmakers adopted similar strategies, we could see a revival in cinema attendance.
If the entire Bollywood industry embraced Aamir Khan’s approach, we could see a significant transformation. It’s time for Bollywood to unite and bring audiences back to theatres otherwise today it is Dharma, and tomorrow it will be everyone else.