The Multiplex Association of India (MAI) has extended heartfelt appreciation to actor-producer Aamir Khan for his bold and thoughtful move to release his upcoming film Sitaare Zameen Par exclusively in cinemas, at a time when digital premieres and OTT releases have become increasingly common, even for major productions.
In a recent statement, the MAI highlighted Aamir Khan’s unwavering faith in the magic of the big screen and his dedication to reviving the theatrical culture in India. “Aamir Khan’s decision to bring Sitaare Zameen Par solely to theatres is a resounding endorsement of the cinema experience,” the association noted. “At a time when the film industry is still recovering from post-pandemic shifts and the rise of digital platforms, this move reinforces the value of communal movie-watching.”
The statement further emphasized that Khan’s approach is not just beneficial to multiplex chains but also to the larger ecosystem of theatrical entertainment — including single screens, technicians, exhibitors, and the overall footfall at movie halls, which has seen varying trends since the pandemic era.
Aamir Khan, known for his meticulous and thoughtful decisions regarding his films, has consciously chosen to stay away from simultaneous OTT releases for Sitaare Zameen Par, a film that has generated significant anticipation ever since it was announced. The movie, said to be an emotional and socially impactful narrative, is expected to resonate deeply with family audiences — making the theatre experience all the more important, as per the actor.
In fact, Khan has not only committed to a theatre-first strategy but has also implemented viewer-friendly measures to ensure accessibility. Among them is a pricing strategy aimed at making the film more affordable for families, along with the unique step of avoiding early morning shows before 9 AM to encourage a relaxed and family-oriented movie-going environment.
The MAI acknowledged these efforts as “a gesture that puts audience comfort and cinema revival hand in hand,” and said it hoped more industry leaders would take inspiration from Aamir’s model.
Industry experts agree that Khan’s decision could spark a positive domino effect, especially among producers who have recently been torn between OTT deals and box-office prospects. By taking a firm stand in favour of theatrical distribution, Aamir has not only backed traditional cinema halls but also brought renewed confidence to exhibitors who’ve faced immense challenges over the past few years.
Social media too has seen a flurry of responses, with fans and fellow actors praising Khan’s dedication to preserving the cinematic experience. Many hailed the move as “a much-needed push for theatres” and a “nostalgic return to watching meaningful films with family in a dark hall.”
*Sitaare Zameen Par* is expected to hit theatres later this year, and with Aamir Khan’s reputation for delivering emotionally powerful cinema, expectations are running high. With the Multiplex Association of India now publicly backing the film’s release model, Sitaare Zameen Par could mark a significant moment in the resurgence of theatre-first film releases in India.
