Aamir Khan’s Strategic Move with Sitaare Zameen Par
In a time when many Bollywood blockbusters prioritize streaming deals over theatrical releases, Aamir Khan has taken an unconventional approach by choosing to release his film Sitaare Zameen Par exclusively in cinemas. This decision, which initially raised some eyebrows, has proven to be a shrewd move that is now yielding impressive results.
A Theatrical Only Experience
Aamir Khan made it clear from the start that Sitaare Zameen Par would not be available on any OTT platform. This exclusivity has led to strong weekend performances, packed cinema halls, and a growing buzz around the film. Within just over two weeks of its release, the movie has grossed over Rs2.17 billion globally, marking a significant milestone in its journey.
Box Office Performance
Directed by RS Prasanna, Sitaare Zameen Par has earned Rs1.64 billion in India within 15 days. Adding over $6 million from international markets, the worldwide gross stands at Rs2.17 billion. This places the film as the fourth-highest-grossing Hindi film of 2025, trailing only Chhaava, Housefull 5, and Raid 2. Industry experts believe it could potentially surpass Housefull 5 if the current momentum continues.
Aamir Khan’s Vision
Aamir Khan’s commitment to storytelling and inclusion is evident in Sitaare Zameen Par. The film addresses themes of dyslexia and the importance of being different, reflecting his desire for greater representation in cinema. This message has resonated well with audiences, contributing to the film’s success.
Financial Success
The film, produced by Aamir Khan Productions, had a modest production budget of Rs900 million. With Indian theatrical revenue already exceeding this amount, Sitaare Zameen Par has comfortably entered hit territory. Its third weekend saw a 140% jump in collections, a rare feat that indicates sustained public interest. If this trend continues, the film could soon enter the superhit league.
The Impact of No Streaming Deal
One of the most notable aspects of Sitaare Zameen Par is that it was never sold to an OTT platform. This decision, while initially seen as risky, has had several benefits. The exclusivity factor has driven audiences to theatres, creating a sense of urgency among viewers who know they won’t have access to the film elsewhere.
Strong Weekend Performances
Theatres have benefited greatly from this strategy. Audiences are motivated to watch the film on the big screen, leading to increased footfalls, especially on weekends. The film has consistently posted jumps of 90% to 140% every Saturday since its release, highlighting the effectiveness of Aamir’s approach.
Positive Reception from Exhibitors
Cinema owners across India have celebrated Aamir Khan’s decision. He was recently honored by theatre owners, who referred to him as the “box office ka baap” — a title that seemed unlikely after the mixed reception of his previous films. This renewed focus on theatrical releases, combined with positive reviews and word-of-mouth, has created a rare alignment between audiences and exhibitors.
A Strategic Win
Sitaare Zameen Par is undoubtedly a hit, both in terms of box office numbers and audience reception. By avoiding OTT platforms, keeping costs under control, and focusing on storytelling and scale, Aamir Khan has reminded the industry of his enduring influence. While it may not be his largest film yet, it is certainly one of his most strategic moves.
