Aamir Khan’s next big movie, Sitaare Zameen Par, is all set to knock on the doors of theatres in India on June 20. While the leading man is doing all he can to promote the film, the hype surrounding the movie seems a bit faded. On top of that, his “NO OTT” stance for the movie has certainly become a hot topic in the Indian entertainment sector.
Sitaare Zameen Par marks Aamir’s return as the leading man after nearly three years. His last project as the lead hero, Laal Singh Chaddha, flopped badly at the box office, which is why his next movie, SZP, must do well, both financially and critically.
Aamir Khan’s decision to give Sitaare Zameen Par a strictly exclusive theatrical run might not have sat well with OTT platforms in India, but it has been openly welcomed by exhibitors across the country.
According to many online entertainment portals, exhibitors in India are supremely confident in the so-called “Aamir Khan factor.” Plus, the movie reportedly benefits from strong content, which could bring a large number of audiences into theatres.
As a result, the movie is now set to release on over 3,000 screens in India. Earlier, it was supposed to come out on nearly 1,000 to 1,500 screens, with plans to increase the count based on viewer demand and positive word-of-mouth marketing over the opening weekend. Aamir was contacted by a number of single-screen cinemas and smaller multiplex chains, reportedly interested in exhibiting his film.
Now, here is the main question: Will Aamir’s decision to say no to an OTT release for Sitaare Zameen Par backfire?
At this point, it’s a bit hard to predict.
There’s no denying that Aamir Khan is one of the biggest and most talented actors in Hindi cinema. His name is enough to bring a large audience into theatres. But we also have to keep in mind that his last two movies as a leading man—Thugs of Hindostan and Laal Singh Chaddha—were completely rejected by audiences.
This means that Khan’s last blockbuster movie as a male lead was Secret Superstar, which came out in 2017. And a lot has changed since then. The audience’s perception of Bollywood and the way people consume entertainment—everything has changed drastically in the last eight years.
The post-pandemic era has been especially kind to OTT platforms. Indian movie producers and production houses have realised the power of OTT, which is why opting for an OTT release after a fixed theatrical run has become a strategic “windowing” approach designed to maximize profit across multiple revenue streams.
After the theatrical window and the PVOD period, movies are licensed to major streaming services. This is where a significant chunk of profit comes from for blockbusters. OTT platforms pay substantial fees for popular titles to attract and retain subscribers. These fees are negotiated based on the film’s theatrical performance, star power, and anticipated audience demand.
Now let’s ignore the “OTT release” angle for a minute. Another substantial complication that could spoil the fun for Sitaare Zameen Par is that the movie only has its opening week to do serious business at the box office. The upcoming Aamir Khan starrer will release alongside Kuberaa, starring Dhanush, Rashmika Mandanna, and Nagarjuna.
Big Hollywood titles like 28 Weeks Later and Pixar’s Elio are also set to release on June 20. And June 27 brings Kajol’s Maa and the highly anticipated, mega-budget sports drama F1, led by Brad Pitt.
This means that ditching OTT entirely could result in missing out on a crucial financial cushion in a highly unpredictable box office market. Aamir Khan’s theatrical-first approach is admirable, but a “NO OTT” stance in today’s OTT-first era could undercut the film’s post-theatrical potential. In an industry where hybrid release models and platform deals are standard, ignoring OTT is no longer a mark of prestige—it’s a strategic blind spot.
If Sitaare Zameen Par doesn’t become a box office smash, the lack of an OTT plan might not just hurt revenue—it could signal a missed opportunity for reinvention.
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