Aamir Khan’s Theatre-First Release Strategy Gets Standing Ovation From Multiplex Sector
In an era where theatrical and co-release or digital-first products have become the standard for most films, protagonist Aamir Khan reinforces the uncommon route and has garnered standing ovations from India’s exhibition sector.
The Multiplex Association of India (MAI) congratulated the actor-producer for his heartfelt and courageous decision to release Sitaare Zameen Par exclusively in theatres on June 20, 2025, without alluding to any OTT deals prior to the theatrical release. They have communicated that this choice represents more than just a film release; it is a reaffirmation of the awe and magic of theatres.
MAI Sends Letter of Thanks: “He Puts The Audience First”
Kamal Gianchandani, President of MAI, issued a tremendous statement congratulating Aamir Khan’s decision:
“Aamir Khan has always been a filmmaker who puts the audience first; his decision to bring Sitaare Zameen Par exclusively to theatres is a substantial vote of confidence in theatres and the connected magic of the moviegoing experience. The entire Indian exhibition sector thanks Aamir Khan for your commitment in supporting theatres.”
The statement also reinforces Sitaare Zameen Par as an emblem of the resilience of cinema — not only a film for us to watch, but to watch together.
Cinepolis India Joins In: “This Isn’t Just A Release, It’s A Statement”
Devang Sampat, CEO Cinepolis India, echoed MAI’s sentiments, adding that,
“Aamir Khan has been a filmmaker who has created for the small screen experience, and his backing of cinemas, with Sitaare Zameen Par is such an important moment for all of us. It is not just a film, it is a message of commitment to theatres.”
He noted that kind of certainty from filmmakers is exactly what the exhibition sector needs while it finds its feet post-pandemic.
A Message Beyond Theatres
With Sitaare Zameen Par, Aamir Khan sends a clear message — cinemas are still the heart of storytelling. The ways people are consuming platforms have changed, but the joyful act of watching a film in a dark room with lots of other people cannot be matched — and Sitaare Zameen Par, with its emotional core and universal themes, is a film that suits this best.
About the Film
Directed by R S Prasanna, there has been much buildup for the film, starring Genelia Deshmukh alongside Aamir, including:
– the heartwarming trailer,
– the poetic basketball-meets-emotional-drama premise,
– and eventually the CBFC clearance that made headlines for over a month.
Theatrical Strategy
Surprisingly, the team have taken an inclusive approach to their release — while you might expect a ‘blockbuster price’, they chose to avoid outrageous ticket pricing and go for popular weekend pricing to keep tickets affordable and within reach for audiences.
This too is indicative of Aamir Khan’s continuing attempts to merge a commercially sensible release with an audience-first perspective.
Box Office Worldwide Verdict
Aamir Khan’s choice to fantastically back up cinema halls is an admirable decision and a shift in how a lot of people create cinema in India. In a world dominated by multiple digital distractions, Sitaare Zameen Par celebrates the possibilities of cinema and exiting the cinema hall. With support from MAI, exhibitors, and fans, this is already going to be a cultural success before the box office returns are reported.
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