Should Bollywood ditch OTT to save cinema? Experts analyse Aamir Khan's bold move

India Today

a day ago

Actor Aamir Khan recently made a bold move by choosing to release Sitaare Zameen Par exclusively in theatres, despite the fact that a significant portion of today's audience is now used to OTT platforms. In a time when many of us are guilty of watching entire films on our phones, the superstar's decision has sparked hope among filmmakers and producers. By keeping the film strictly for theatrical release and turning down lucrative OTT offers that may have delivered quick profits but little box-office impact, he's championed the magic of the big screen once again.advertisementThe cinema-only release move feels like a throwback to the golden days of cinema, when films were events, and multiplex popcorn didn't cost more than your ticket price. But is this move just nostalgia in motion, or could it truly help in reigniting the spark of big-screen culture?'Sitaare Zameen Par' director RS Prasanna spoke to IndiaToday.in and discussed the decision to bring the film exclusively to theatres. He even shed light on why the magic of the big screen was non-negotiable for a film rooted in inclusivity, community, and shared experience. View this post on Instagram A post shared by Aamir Khan Productions (@aamirkhanproductions)
What's special about a theatrical screening?'I believe it was always meant to be a theatrical film. There's a certain magic that only the big screen can offer. When it came to the decision to release the film in theatres, we all felt that cinema in its purest form deserves to be experienced communally. There's something truly special about watching a movie in a darkened theatre, surrounded by others, where the sense of self slowly dissolves into the collective," he said.With several risks involved in declining a lucrative offer from OTT, the director further added how the superstar shouldered the responsibility and took the theatrical route to provide a magical experience to the audiences.'Aamir sir has always been someone who deeply understands and loves the theatrical experience. I, too, grew up watching films in theatres. So, when he decided to go for a full-fledged theatrical release, I was overjoyed. Only someone like him, who is not only a cinema giant but also deeply rooted in the audience's pulse, could make a bold choice like this in a world driven by OTT,' Prasanna added. View this post on Instagram A post shared by Aamir Khan Productions (@aamirkhanproductions)While the director is in favour of this move as it revives the lost glory, some even begged to differ and explained how the digital-first entertainment landscape has changed.Writer-director Sandeep Kewlani, who is known to helm 'SkyForce' among others, stated how a theatre-only release won't bring the kind of revolution that the industry needs at the moment.Is cinema in crisis?Stating how the entire industry is in a state of crisis, the film-maker spoke to IndiaToday.in and said, 'In my opinion, withholding releases from OTT won't bring about the kind of revolution we need. The industry is at a point where drastic reforms are necessary to bring audiences back to theatres. We need new organisations, systems, and bold decisions if we are to save the theatrical experience.'advertisementWhile you still ponder what could be the reason behind it, Kewlani explained that things have changed after Covid-19 and how the world of cinema has completely transformed.What led to the global rise in regional content proved to be a major drawback for Bollywood, as per Kewlani."South Indian cinema continues to stay rooted in culture, delivering mass-appealing stories like 'Pushpa' (2021), 'KGF' (2022), and 'Kantara' (2022). Their industry is growing and attracting pan-India audiences. Bollywood, on the other hand, is increasingly dependent on remakes of South hits,' he opined.The producer also highlighted how cinemas no longer offer a unique experience to the audience. Releasing the film on OTT might kill the cinematic experience. However, shelling out a huge amount in theatres for a mundane or a redundant story often becomes a problem for the pocket.'Aamir sir rightly pointed out that offering a film on OTT just weeks after its theatrical release kills the incentive to visit the cinema. He's absolutely correct. Why would someone spend Rs 500–1000 at a theatre when they can watch the same movie for free or much cheaper at home in a few weeks? Theatres no longer offer a unique experience, and that's the problem. If the content isn't compelling, why would anyone pay a premium?" Kewlani asked.advertisementWith theatres struggling to regain pre-pandemic footfalls and big releases often splitting audiences between OTT and cinema halls, such moves can rekindle lost glory. Given how theatrical releases are no less than a grand event, writer Aamil Keeyan Khan shared how OTT is not an enemy, but just a new chapter in the future of storytelling.What makes a theatrical release special?In an exclusive chat with IndiaToday.in, the writer who has penned popular films like 'Drishyam 2' (2022), 'Bholaa' (2023) and 'Shaitaan'(2024) among others, spoke about OTT being a crucial part in the evolving landscape of entertainment, where convenience often trumps experience. He stated that the decision to delay OTT releases is more than just a nostalgic nod to cinema halls, but a calculated strategy as well.advertisement'Just like limited-edition product drops, an exclusive theatrical window turns a film into an event. People want to be a part of something they can't stream immediately. When audiences know the film isn't coming to OTT next Friday, they're more likely to catch it in theatres - especially for actors like Aamir Khan, who've built credibility for 'event' cinema. OTT is not the enemy, it's just the next chapter. By creating buzz and cultural value in theatres first, the film arrives on OTT with greater anticipation and stronger brand value,' he explained.This rare and refreshing move by the filmmakers received support from the entire exhibition community, who saluted the vision of the makers for standing by Indian theatres.The multiplex exhibitors, who were deeply impacted by the shift of audiences from theatres to OTT, are truly appreciative of this latest development of preferring the big screen over the digital space.Devang Sampat, Managing Director at Cinepolis India, shared his thoughts on the same: 'At a time of industry-wide transformation, Aamir Khan's steadfast commitment to theatrical cinema, epitomised by 'Sitaare Zameen Par', is both inspiring and transformative. The decision to release the film exclusively on the big screen reaffirms the irreplaceable magic of shared, communal storytelling. At Cinepolis, we are honoured to recognise a visionary who champions cinema in its purest form - seen together, as intended.'advertisementWhile it's not just Bollywood leading the charge, South cinema has also joined the bandwagon to deliver grand cinematic experiences to audiences. With films like Vishnu Manchu's 'Kannappa' and Kamal Haasan's 'Thug Life', South Indian filmmakers are equally committed to reviving the magic of the big screen, offering larger-than-life stories, cutting-edge visuals, and theatrical moments that deserve to be experienced in cinemas. View this post on Instagram A post shared by Vishnu Manchu (@vishnumanchu)What the South industry feelsIn an era dominated by digital consumption, the cinema-only move has reignited an important debate: is the current 6-to-8-week theatrical-to-OTT window hampering box office returns, or does it remain the most practical model for both producers and streaming platforms?Well, for South films, the answer is quite different. They firmly believe that having a long OTT window, despite the film not performing well at the box office, is not always a win-win formula.Sreedhar Pillar, trade analyst, spoke to IndiaToday.in and weighed in on the practicality of exclusive theatrical runs in today's streaming-driven economy."I don't think any commercial film producer working on mainstream projects would want to take such a risk. OTT, satellite, and digital rights are now crucial revenue streams that you simply can't afford to cut off. Earlier, the window between theatrical release and OTT premiere was 56 days for Hindi films, whereas in the South, it was just 28 days. And down South, this kind of shift is unlikely to happen because the industry has already tasted the benefits of OTT platforms," he shared.Pillai referred to 'Thug Life', and questioned the logic behind extending its theatrical run, highlighting that such decisions can backfire if the film underperforms. View this post on Instagram A post shared by Kamal Haasan (@ikamalhaasan)'Even now, many producers are rushing to offer a 28-day window. For instance, 'Thug Life' was given a 56-day theatrical window because he wanted a proper release in North India through national multiplex chains like INOX and PVR. However, when the film didn't perform well, he couldn't secure the price he might have received with a 28-day window. In hindsight, offering a 56-day theatrical run for a film that underperformed seems like a poor decision,' he added.The theatre-only move has triggered an important conversation in the film industry. While a section of industry experts believe that it could be a much-needed push to bring audiences back to the big screen and celebrate the communal joy of storytelling, others remain skeptical of its long-term viability in a digital-first era.Ultimately, the road ahead may not lie in choosing one over the other, but in striking a balance. If theatrical releases can reclaim their status as cultural events, and OTT platforms continue to provide accessibility and reach, the two can co-exist while enhancing both viewership and value.After all, it's all about entertainment, entertainment, and entertainment!- EndsMust Watch
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