Decoding Sitaare Zameen Par's no-OTT business model: Trendsetter or one-off flex?

India Today

5 days ago

Days leading up to 'Sitaare Zameen Par's' release, Aamir Khan was all over the news. While his return to cinemas after three years was a moment to celebrate, his bold decision to skip an OTT release made even bigger headlines. As per sources, the superstar refused offers of up to Rs 150 crore for selling digital rights as he wanted to revive cinemas and inculcate the love for big screens again among fans.advertisementThe RS Prasanna-directed film, which sheds light on neurodivergent people, has already raked in Rs 66.65 crore nett in India in four days, giving a sense of hope to theatres once again. But is this really the start of a new trend, or is it a one-off flex, thanks to Aamir Khan's stardom? India Today spoke to industry insiders and trade experts to decode the business and success of 'Sitaare Zameen Par'.AAMIR KHAN BACK IN THE NUMBER GAMEGautam Dutta, CEO - Revenue and Operations, PVR INOX Ltd, called the response 'encouraging', sharing how the film saw an impressive 75 per cent occupancy for the majority of shows over the weekend. He added that there has been a 100 per cent jump, indicating how positive word-of-mouth and audience goodwill can draw audiences to cinemas. "This is especially significant because 'Sitaare Zameen Par' isn't a conventional commercial entertainer - it's a film that relies on its emotional depth rather than big-budget spectacle. The fact that audiences are making the effort to watch it in cinemas speaks volumes about the film's resonance," he said. advertisement
Aamir Khan is finally enjoying sweet success after the failures of 'Laal Singh Chaddha' and 'Thugs of Hindostan'. When asked if he feels that the brand Aamir Khan is back, Dutta agreed, adding that the superstar has always stood out for his dedication to meaningful, emotionally resonant cinema. His decision to go cinema-only has revived confidence in the big screen as an essential cultural space. "The audience response so far makes it clear that viewers have welcomed him back wholeheartedly. This film, much like his past landmark projects, reminds us why Aamir Khan remains one of India's most trusted storytellers," he added.THE GAME WITH DIFFERENT RULESWhile the multiplexes, especially in top-tier cities, continue to celebrate packed houses, the single-screen owners have a different tale to tell. The response to 'Sitaare Zameen Par' has not been positive in smaller towns, which have gotten used to watching over-the-top drama and song and dance routines on the big screen.Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, told India Today that 'Sitaare Zameen Par' has probably received one of the worst responses for an Aamir Khan film. He shared that while everyone's talking highly about 'Sitaare Zameen Par', an Aamir Khan film opening to just over Rs 10 crore is cause for concern. "It can be said that it was never meant for commercial space, but then you shouldn't be talking about box office, no?," he asked.advertisementChauhan added that Aamir Khan has done a number of off-beat films, and they have opened much better. He reasoned that these films are no longer a viable theatrical commodity, especially post-Covid 19 pandemic. "What happened in Hollywood during the 2004-2008 phase is happening in India right now. After Netflix became big, top stars like Will Smith, Adam Sandler, and Tom Hanks lost relevance. Aamir, like Tom, has backed and believed in similar films. But he is fighting against the tide; the audience today is far bigger than an Aamir Khan. They are the rule makers, and you need to respect their choices and work for them," he remarked.GOODBYE, OTTA lot has been said about Aamir Khan's decision to go cinema-only. The actor spoke about how he feels the 8-week window is too short for a film to live a full cycle in cinemas. Film distributor Akkshay Rathie called the move logical and also hailed the actor for communicating the message so clearly to his audience. He shared that even a Tom Cruise film takes around six months to drop on OTT, and hence it's only justified that Aamir took a cinema-only call. "The theatre business came under complete threat because of faster OTT releases. With this approach, the box office will see better and consistent business. I hope more stars follow suit, and we can see this as a trend," he stated.advertisementThe Multiplex Association of India recently shared a statement applauding Aamir Khan's decision to release the film exclusively in cinemas. PVR's Gautam Dutta weighed in on the same, stating that while viewing habits are evolving rapidly, this move has come as a significant boost for exhibitors and reinforces the importance of cinema: "This model reminds both filmmakers and audiences of the unmatched joy of watching a story come alive on the big screen, surrounded by a community of fellow moviegoers. For us, this commitment not only drives healthy footfalls but also reaffirms the enduring value of theatres as a cultural hub for storytelling." A SKEWED VICTORY?The single-screen owners again disapprove of Aamir Khan's decision as Visekh feels the actor-producer got his "maths absolutely wrong". He shared that maximum viewing today happens at home, and it's a global phenomenon and not just India-centric. He added that if Aamir Khan said that he's coming only to theatres, it should have opened to Rs 100 crore, but that's simply not the reality.advertisement"'Bhool Chuk Maaf' came on the digital platform in just two weeks, but it was still running to packed houses in my theatre. The public doesn't see the picture the way he's painting it. As a theatre owner, I firmly believe that OTT platforms are not my enemy; they're rather my greatest ally. Be it Yash in 'KGF', south stars like Allu Arjun and Vijay Deverakonda, they became household names because of digital mediums, which include YouTube. They adapted to these south films, and now they do good business at my theatres. Thanks to OTT, people are getting exposure to wider content, and can view it as many times as they want. The engagement has become higher," he explained.THE CURIOUS CASE OF URBAN VS MASSESGiven how the film has been performing differently in different markets, it's safe to say that India no longer serves one kind of audience. Producer and film business analyst Girish Johar shared that today, business is on a film-to-film basis. "What is important is to know your target audience and whether they like it or not. Given that 'Sitaare Zameen Par' was having a tight release, it could have even skipped these cinemas. We are seeing a lull in the single screens, but that's because it is not doing anything for that audience. I feel the film will easily cross Rs 150 crore, which is great in today's time. Not every film, even with stars, can do Rs 300 crore, Rs 400 crore, or Rs 500 crore today. The fact that this is receiving love is a testimony to the fact that good content finds its way," Johar said.advertisementRathie also stressed that it's not just a case of urban vs rural, but audiences with an urban mindset. He shared that even though 90 per cent of the business is coming from multiplexes, the audiences are people who have a better understanding of subjects like this.
Akkshay Rathie said, "Aamir has largely become an urban star today. His last hit was 'Dhoom 3', which came over a decade ago, and that says a lot. However, to back such an important subject is also crucial. While it may not change, it does create awareness and makes society more conscious. And that, I think, is a bigger victory."While Vishek Chauhan maintains that the biggest health indicator of the movie industry is the biggest stars' opening and not their lifetime collection. He added that Aamir Khan has to rely on word-of-mouth, and that shows that there is a disconnect. "People are saying he's a non-actioner, but he's done 'PK' and 'Dangal' too, which did amazing business. One can't cater to just tier-one and make films for multiplexes in today's time. That will never revive cinemas. 'Pathaan', 'Jawan' or even 'Gadar 2' revived cinema halls because it catered to audiences of all spectres," he said.Gautam Dutta, on his part, mentioned that with a clear upward trend, 'Sitaare Zameen Par' is well on its way to becoming a steady performer at the box office. He admitted that even when it's not designed as a typical commercial blockbuster, its emotional appeal and growing audience goodwill suggest that it will continue to draw viewers in the coming days.'Sitaare Zameen Par' is performing well in theatres.- EndsMust Watch