‘Sitaare Zameen Par’: Aamir Khan’s Theatrical Gamble Sparks Debate on Cinema vs OTT
Aamir Khan’s return to the silver screen with Sitaare Zameen Par is more than just a comeback—it's a bold industry statement. Choosing to skip a lucrative ₹150 crore OTT deal, Khan released the RS Prasanna-directed film exclusively in theatres, aiming to rekindle audiences’ love for the big screen. And so far, the numbers offer cautious optimism: the film has grossed ₹66.65 crore net in India in just four days, with strong urban turnout and 75%+ occupancy over the weekend in multiplexes.
🎬 Aamir’s Cinema-Only Gamble
Industry insiders applaud Aamir’s move. PVR INOX’s Gautam Dutta sees this as a morale boost for exhibitors. “It reminds audiences of the unmatched joy of watching stories unfold on the big screen,” he said. The Multiplex Association of India echoed the sentiment, applauding Aamir for backing theatrical experiences.
Film distributor Akkshay Rathie agrees, calling the decision logical: “Even Tom Cruise films wait months before hitting OTT. Aamir’s clarity sends a strong message.” He believes the move could inspire others and extend the theatrical window, allowing films a fuller life cycle.
🏛️ Urban Applause vs Mass Apathy
But not everyone’s impressed. In smaller towns, Sitaare Zameen Par is struggling. Vishek Chauhan, a single-screen owner in Bihar, said the film had “one of the worst responses” for an Aamir Khan release. He questioned the media hype over modest opening numbers and argued that such films are no longer viable theatrically in rural areas.
“The audience is now the rule-maker,” he said, comparing Aamir to Hollywood stars like Tom Hanks, who lost box office clout post-Netflix. He added, “OTT isn’t the enemy—it’s our greatest ally. It made south Indian stars household names and gave exposure to varied content.”
📊 The Bigger Picture: Fragmented Audience, Changing Metrics
Industry experts argue that India’s audience is no longer homogenous. According to film analyst Girish Johar, “Each film has its own market. Sitaare Zameen Par was never meant for mass centres. Its emotional appeal is drawing multiplex audiences who understand the subject matter.”
Akkshay Rathie observed that Aamir is now primarily an urban star, with his last mass hit being Dhoom 3 over a decade ago. Still, he praised Khan’s commitment to meaningful content: “It may not change the world, but it creates awareness. That’s a win.”
⚖️ Box Office vs Cultural Impact
While the film is unlikely to cross the ₹400–500 crore benchmarks of action blockbusters like Jawan or Gadar 2, it may still be a financial and cultural success. “It’s not about a massive opening anymore,” said Johar. “Even a ₹150 crore lifetime is commendable in today’s market if the content is strong.”
Chauhan, however, insists that word-of-mouth reliance highlights disconnect: “Aamir’s done massy films like Dangal and PK. You can’t cater only to tier-one cities and expect a theatrical revival.”
🎟️ Final Verdict
For now, Sitaare Zameen Par stands as a symbol of theatrical resilience, buoyed by strong word-of-mouth and urban audiences. But it also highlights India’s widening cinema divide—between OTT convenience and big-screen tradition, between urban multiplexes and rural single-screens.
Aamir Khan may have reignited the debate, but whether this becomes a movement—or remains a one-off flex—depends on what others in the industry do next.
