How can one revive theatres that have witnessed a slump in the post-pandemic scenario? Most filmmakers believe spectacle movies are the answer. But Aamir Khan has another theory that he is putting to the test with Sitaare Zameen Par. At a time when films arrive on streamers after eight weeks of release, the actor and producer has decided to skip the OTT route altogether, making the movie a big-screen-only affair. He is confident it will encourage people to flock to cinemas.

The decision is expected to benefit single-screen owners the most. They were the hardest hit in the business, with industry insiders estimating that over 1000 single screens were shut down across India since the pandemic. Taran Adarsh, trade analyst, says, “It has been tough to stay open, especially after the pandemic. OTT has made people hesitant to step out for films. But Aamir’s decision gives us hope that we might see the crowds returning to our screens. His strategy is smart. I believe holding off OTT release will benefit the theatrical business; it will flourish, if done smartly.”

(L to R) Genelia Deshmukh and Aamir Khan in Sitaare Zameen Par. Pics/AFP, Instagram