Aamir Khan, renowned for his surprising and innovative choices, is set to change the way audiences decide between watching movies in theatres or waiting for OTT releases. His upcoming film, Sitaare Zameen Par, is scheduled for a Christmas release on December 24, 2024. Khan is considering a revolutionary strategy— negotiating digital and satellite rights with OTT platforms and channels only after the film’s theatrical run. He plans to finalize these deals based on the film’s reception from audiences.
This approach aims to extend the movie’s theatre run before it becomes available on other platforms. By withholding information about the film’s digital or TV release, Khan hopes to create a sense of urgency that will compel viewers to watch the film in theatres. This move addresses the reduced urgency to see films on the big screen, a trend intensified by the rise of streaming services.
Additionally, this strategy could provide filmmakers with greater control over their work and reduce the influence of OTT platforms. If successful, Khan’s approach could represent a significant shift in film distribution, potentially revitalizing the theatrical experience in India. Other actors and production companies might follow this lead, adopting similar strategies to boost cinema attendance. While it remains uncertain whether this plan will be applied to Sitaare Zameen Par or Khan’s future projects, his decision could play a key role in rejuvenating the film industry and encouraging more people to return to theatres.
