Aamir Khan and Javed Akhtar reflect on effect of OTT on Bollywood; 'Hum jaldi samajh jaye toh achha, nahi toh humari cycle hi bik jaegi,' says the latter

Aamir also addressed a major challenge in Bollywood—the shift of audiences to OTT platforms.

Ahead of his 60th birthday on March 14, Aamir Khan attended the launch of Aamir Khan: Cinema Ka Jadugar, a special film festival by PVR INOX. Javed Akhtar also joined the event, where both shared insights on the current state of Bollywood, the impact of OTT, and what Hindi cinema can learn from South Indian films.

During the event, Aamir Khan reflected on the differences between Bollywood and South Indian cinema. He pointed out that South films stay true to core emotions like anger, love, and revenge, whereas Bollywood tends to focus more on multiplex audiences.

"South films are what we used to call single-screen films — very mass, very rooted. Maybe Bollywood is focusing more on multiplex films. We need to make films on conviction like they do," he stated.

Aamir also addressed a major challenge in Bollywood—the shift of audiences to OTT platforms. He noted that films are quickly available on streaming services within eight weeks of theatrical release, often at no additional cost. This, he believes, has discouraged audiences from visiting theaters.

"Earlier, I used to watch movies because I had no option. Now, it depends on people’s fancy for films. So, we've killed our own business model," he remarked.

Javed Akhtar supported Aamir Khan’s views and suggested that films should have a longer theatrical window—at least three to four months—before being released on OTT platforms. He emphasised that the industry's revival depends on making cinema a must-watch experience in theaters again.

"Hum jaldi samajh jaye toh achha hai. Nahi toh humari cycle hi bik jaegi (The sooner we understand this, the better. Otherwise, we'll have to sell even our bicycles)," he quipped.

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When asked about the price difference between single-screen theaters in the South and multiplexes in Bollywood, Akhtar defended multiplex pricing. He explained that higher prices come with better facilities and comfort, stating, "If people can afford it, they pay for it."

Despite concerns, both Aamir Khan and Javed Akhtar remained optimistic about Bollywood’s future. They stressed the importance of learning from past mistakes and adapting to changing audience behaviour. Aamir believes that with the right approach, Bollywood can regain its mass appeal, just like South Indian cinema.