Aamir Khan, Bollywood’s “Mr. Perfectionist,” has earned widespread acclaim for his daring decision to release Sitaare Zameen Par exclusively in theaters on June 20, 2025, rejecting a ₹120 crore OTT deal from Amazon Prime Video. This move, celebrated by the Multiplex Association of India (MAI) and industry insiders, aims to revive cinema culture across India’s 10,000+ screens, leveraging Khan’s belief in the big-screen experience to drive audiences back to theaters.
In this Article:
A Visionary Stand for Cinema
Khan’s theatrical-only strategy for Sitaare Zameen Par, a spiritual sequel to Taare Zameen Par (2007), defies the industry’s trend of quick OTT releases within 6-8 weeks. Directed by RS Prasanna, the film stars Khan as a basketball coach mentoring differently-abled players, alongside Genelia Deshmukh and 10 debutant actors with special needs. Khan’s choice, inspired by Amitabh Bachchan’s encouragement, reflects his faith in audiences, as he stated, “I believe in theaters. I believe in my audience.” The film’s ₹82 crore haul in six days, surpassing Vikram Vedha’s lifetime collection, proves his gamble is paying off.
Industry and Fans Applaud
The MAI lauded Khan’s “visionary and resolute” move, with President Kamal Gianchandani noting it reaffirms cinemas as the “premier destination for immersive storytelling.” Trade insiders, including PVR INOX’s Kamal Gianchandani, hailed the film’s ₹96 crore worldwide weekend as a “massive win” for urban multiplex films. Prosenjit Chatterjee praised Khan’s risk-taking, though he cautioned it may not shift industry norms.
Challenging the OTT Tide
Khan criticized the “flawed” 8-week theatrical-to-OTT window at the 2025 WAVES Summit, arguing it undermines cinema’s allure. By delaying Sitaare Zameen Par’s digital release for a year (to be free on YouTube), he aims to restore the “FOMO” driving theater attendance. Despite Netflix CEO Ted Sarandos calling theaters outdated, Khan’s approach aligns with studios like Disney, balancing theatrical and streaming benefits.
A Cultural and Box Office Triumph
With ₹66.5 crore in four days and a Rashtrapati Bhavan screening for President Droupadi Murmu, Sitaare Zameen Par underscores Khan’s commitment to meaningful cinema. His strategy not only boosts box office revenue but also rekindles the communal magic of theaters, cementing his legacy as a filmmaker who prioritizes audiences and storytelling.
-By Manoj H