Aamir Khan’s Sitaare Zameen Par is quietly pulling off something few expected. It’s holding its ground in theatres even in its second week, despite facing competition from newer releases like Maa and F1. While it may not be breaking records like Dangal or PK, the film is doing decently well, and more importantly, it’s bringing audiences back to the big screen.
What’s making headlines, though, is Aamir’s decision not to sign any OTT deal before the film’s release. At a time when most filmmakers are in a rush to close streaming deals, Aamir chose to bet on the theatrical experience. And it seems to be working, at least to a certain extent.
Reports suggest that multiplex chains are even considering honouring him for this move, but there is no official confirmation regarding the same. Theatres across India, especially those struggling with recent box office flops, are finally seeing some footfall, thanks to this film.
Unlike most releases that drop on OTT in just 6–8 weeks, Sitaare Zameen Par won’t be hitting streaming platforms anytime soon. And that has created a bit of mystery and demand. People know they either watch it in cinemas or they miss it for a long while.
This strategy raises an important question: Should more filmmakers follow this model? It may not work for every film, but for bigger stars and well-made stories, holding off on OTT might just be the nudge audiences need to return to theatres.
Aamir took the risk. Now, will others follow?
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