Aamir Khan isn’t just bringing stars to the screen—he’s bringing hope to theatres, with PVR Inox banking on his big-screen-first bet to bring audiences back and slow the rush to premiere movies on streaming platforms.
The largest multiplex chain in the country expects Khan's new release Sitaare Zameen Par to buck the trend of short theatrical runs, staying in cinemas for at least 10 weeks as it skips an early OTT release, a concern that has marred the cinema business in the period following the Covid pandemic.
Theatre first
"It (Sitaare Zameen Par releasing exclusively in theatres) is a big deal because the theatrical window has been in an inconsistent zone post-Covid because a lot of experimentation took place in India and globally. A lot of studios experimented with the (theatrical) window as streaming platforms were being aggressive with the monies they were paying. In that backdrop, Aamir Khan's decision to not release it on any other platform and just focus on theatrical is a big validation for theatrical distribution. It's a big positive for theatrical because this will also encourage many other producers to look at this model," Kamal Gianchandani, chief, business planning and strategy at PVR Inox Limited, told Moneycontrol.
The actor, who is making a comeback to the big screen three years after his last release Laal Singh Chaddha, has been vocal about how early OTT premieres have significantly impacted the theatrical business.
Gianchandani noted that while a theatre-first release has been the traditional model for years, with a big star and producer like Aamir Khan taking such a step with his film is particularly significant.
"It (Khan's move) will create an alternative distribution strategy for many other producers. There are many other producers who agree with this point of view that the theatrical window should be longer and that will support theatrical business. It will be a positive cycle for the entire industry. Because if the theatrical business flourishes, it means more attendances, which could translate into more revenue for the producer."
A push for more screens
He expects longer theatrical runs to give an impetus to screen growth.
"Exhibitors will be incentivised, motivated to build more screens, which again augurs well for the industry because that will create more revenue opportunities for the films. Therefore, a lot of producers are of the view that the window should be increased from the current eight weeks. And what Aamir (Khan) has tried to do, which is to release exclusively in theatres, I think it will change the narrative, it will give ideas to many other producers, it will open the way to new distribution strategies," Gianchandani said.
India continues to struggle with lower screen count as well slow screen expansion. Unlike markets like China that have grown their count from 8,500 to 80,000 in 20 years, India still hovers around the 9,000-screen mark.
In 2024, screen count increased 2 percent to reach 9,927, led by Maharashtra which added 50 new screens (5 percent increase), Kerala (36 new screens, 5 percent increase), Rajasthan (20 screens, 8 percent increase) and Gujarat (20 screens, 2 percent increase), according to the FICCI-EY 2025 report.
An exception
Gianchandani also noted that Sitaare Zameen Par's release strategy is an exception and not just in the post-Covid period.
"It's the first time this is happening in a very long time. Even if you were to look at the period pre-Covid, this has not happened. This is happening as an exception after a long gap. And the idea is for movies to have a longer run at theatres. The whole idea is more footfalls in the theatres. Sitaare Zameen Par is sort of guaranteeing the longer run for itself by taking this decision," he said.
Early expectations are for the film to run for at least 7-10 weeks. "It can be more because films like 12th Fail were in theatres for almost 25 weeks. More importantly, these 7-8 weeks run for Sitaare Zameen Par will also generate higher footfalls, the capacity utilisation will be a lot better."
Produced by Khan, the film will have no blockbuster ticket pricing and will have uniform shows across theatres. On opening day, June 20, shows of Sitaare Zameen Par will not start before 11 am with a maximum of only four shows between 11 am and 6 pm. The show schedules will be regular from day two of the film's release.
Khan's new release is expected to have an opening of around Rs 10 crore but rise significantly over the weekend.
Slow pickup
While the initial response is muted with advance sales of around 25,000 tickets across the top three multiplex chains, Sitaare Zameen Par is expected to pick up momentum eventually like many other content-driven films like 12th Fail or Laapata Ladies. Both these films had a longer run in cinemas even as they continued to draw audiences in theatres despite their OTT release.
Released in 2023, 12th Fail earned around Rs 2.5 crore after its OTT release and overall collected over Rs 56 crore in India with a 25-week run, a feat not achieved by any film in the last 23 years. Laapataa Ladies ran in India for 13 weeks while in Japan it had a 115-day theatrical run. The film collected over Rs 20 crore in India and its worldwide revenue stood at around Rs 27 crore.
Sitaare Zameen Par is also expected to bring more audiences in subsequent weeks especially with Khan's connection with family audiences in smaller markets.
Better quarter
"Being a thematic sequel to Taare Zameen Par is a big positive as it is a very well-recognised, very well-appreciated film and has built an audience. A lot of people have seen it on streaming, television, etc. So the audiences have only grown. All of those people would be encouraged to come and watch Sitaare Zameen Par. In terms of it being a remake of a Hollywood film, it was a remake of a Spanish film, which also has been remade in Italian and Turkish and many other languages. A remake is not a new thing and I think Aamir has spoken about his thought process on remakes in a very clear-cut manner. We don't see that to be a problem at all in terms of ticket booking," Gianchandani said.
He also doesn't see a problem with two big films running in theatres together—Housefull 5 and Sitaare Zameen Par. "Both are comedy films in some respects but they're targeting a very different set of audiences. Housefull has a very adult theme and it's appealing to a different segment. I think families will be much more keen to come and watch Sitaare Zameen Par. So we don't think they'll be competing with each other."
With star-driven films released in the April-May-June period, he expects the first quarter of FY26 to be better than in the last financial year.
"Raid 2, Kesari 2, Mission Impossible: The Final Reckoning—all of these films have done really well at the box office. Overall, this quarter has been better than Q1 of last (financial) year," Gianchandani said.
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