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Business Standard

Adding silver back to screen: Bold moves aim to revive movie business

More screens, more films, and longer windows will convert to more people watching, assuming they know a film is releasing Vanita Kohli Khandekar Pune Listen to This Article R S Prasanna's Sitaare Zameen Par is a heartwarming film — not just cinematically. Its success, following the decision of its producer, Aamir Khan Production (AKPL), to hold back on any OTT deal till the movie has had a full run in theatres, has brought hope and cheer to the Indian film industry. With this move, actor Aamir Khan, who owns AKPL, has bucked the trend wherein most large production houses release a film only after stitching an OTT deal. This helps them recover costs — and even make a small profit — before the film even hits theatres. This