Aamir Khan’s film is creating excitement but results in a distribution incident; advocates speak out against PVR Inox, claiming unfair practices at theatres across India
After a somewhat fair but less than dazzling opening day, Aamir Khan’s Sitaare Zameen Par picked up speed the next day and delivered an epic Saturday performance. However, the jubilation has been clouded by rising discontent from cinema owners—particularly single-screen cinema owners—claiming the distribution of the film was an unfair debacle despite prior commitments.
Initially planned as a limited release, as exhibitors saw early reviews and began realising the momentum Aamir’s name was creating, there was greater interest in playing the movie. However, in a shocking turn of events on the eve of release, nearly 700–800 cinemas were unceremoniously pulled from receiving prints without warning.
One cinema owner from West Bengal stated:
“We had posters, we had campaigns. Then boom, they pull the plug. It’s gutting. Especially if you’re someone that supports cinema over OTT dominance.”
The controversy escalated from bad to worse when Jaipur’s iconic Raj Mandir turned down shows after the cinema refused to play all four shows of the movie.
Management consented to preview two films while keeping Housefull 5 in the remainder, but PVR Inox wanted a full-day screening, and Sitaare Zameen Par lost out altogether in the landmark theatre before the stand-off ended.
Exhibitors Feel Betrayed Even When Standing Firmly with Theatres
To put salt into the wound, the Multiplex Association of India lauded Aamir Khan for not going OTT and committing exclusively to this theatrical release.
A central India exhibitor disclosed:
“We were all in to back him fully. But to say yes to a release and then for him to subsequently say no, that’s betrayal. You cannot talk about being committed to cinema when you just walk away from exhibitors who had skin in the game at grassroots.”
Akshaye Rathi Gives Perspective but Says Fail in Execution
Film distributor Akshaye Rathi provided insight from some industry experience, saying:
“Distribution is fluid, and based on demand-supply. Many films like The Kashmir Files started on a smaller scale but grew. But, when you commit, and then last minute say no — this isn’t it. This causes friction.”
He added: “Experience and accuracy are essential. A deal once made; a handshake, should be honoured.”
Pattern Repeating? Baby John and Singham Again Faced Similar Allegations
This is not the first time PVR Inox Pictures has been at the centre of screen politics accusations. During Singham Again in 2024, exhibitors accused them of opening advance bookings only at PVR-Inox’s own properties before other screens.
In the same way, Baby John was released in only 4 of the 275 single screens in the CP Berar circuit. Again, cinemas accused distributors of coercing a skewed slot ratio between Baby John and Pushpa 2 – The Rule, a request they denied based on audience preference.
➤ Also Read: Elite Games Federation Urges Maharashtra Govt To Grant Tax-Free Status To Aamir Khan’s Sitaare Zameen Par
Box Office Worldwide Verdict
Aamir Khan deserves kudos for endorsing the cinema in Sitaare Zameen Par, but the mismanagement of distributors has corrupted what could have been a celebration of cinema coming back full circle. Harbouring screens from Raj Mandir and 700+ more screens, whilst advocating for theatrical exclusivity, sends mixed signals.
If the industry wants to continue with single screens still existing and embrace theatrical-only distribution, then every screen—be it single screen or multiplex—has to be held in equal esteem.
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