Veteran actor and filmmaker Aamir Khan has shared his thoughts on the current state of Indian cinema, expressing concern over the tough phase all film industries — Hindi, Tamil, Telugu, and others — seem to be navigating at the box office. In an era marked by frequent underperformance of theatrical releases and increasing dependence on digital platforms, Aamir has put forth a bold suggestion: delay OTT premieres for a minimum of six months post-theatrical release to safeguard the value of cinema halls.
Speaking at a recent industry gathering, Aamir didn’t shy away from addressing the elephant in the room — the dwindling box office collections of even the most anticipated films. “Let’s be honest. It’s not just Bollywood. The struggle is visible across all language industries. Even big names, ambitious films, and strong scripts aren’t drawing the kind of footfall we used to see. It’s time we reassess not just what we make, but how we release it,” he said.
The Dangal star emphasized the need to restore the audience’s faith in the cinema-going experience. He pointed out that one of the major reasons for the sharp decline in theatre attendance is the quick availability of films on OTT platforms. “If audiences know that the same movie will be available to stream in just a few weeks, many will choose to wait. That’s hurting the theatrical business immensely,” Aamir explained.
He went on to say, “We, as an industry, must collectively take a stand. We should decide that once a film releases in theatres, it should not be available on OTT for at least six months. This isn’t about delaying access — it’s about protecting the ecosystem of theatrical cinema. The magic of watching a film on the big screen must remain intact.”
Aamir also added that this decision can’t be left to individual producers or platforms alone. “It has to be a united front — producers, exhibitors, distributors, even digital streaming platforms. If we want to bring audiences back to cinemas, we must create a sense of exclusivity, of event-viewing. If everything is instantly available at home, the urgency to go to the theatre disappears.”
His comments come at a time when several big-ticket films, despite having major stars and extensive marketing, have failed to sustain box office success beyond their opening weekends. Industry insiders, too, have been debating whether the rapid shift in consumer behavior, coupled with back-to-back OTT releases, has permanently altered the viewing landscape.
While Aamir acknowledged the growing role of streaming platforms, especially in offering creative freedom and diverse storytelling, he stressed that OTT and theatrical should not be viewed as competing entities. “They can coexist beautifully — but only if we draw a line. We have to respect the theatrical window and treat it as sacred.”
Many filmmakers and actors present at the event echoed Aamir’s sentiments, with some even suggesting that reviving theatrical exclusivity could help bring back the pre-pandemic excitement around cinema releases. “It’s not just about money,” Aamir continued, “It’s about sustaining the legacy of the theatre-going culture — the excitement of release day, the crowd reactions, the shared emotions. That experience is irreplaceable.”
On the work front, Aamir Khan has been quietly developing several projects under his banner Aamir Khan Productions. Though he’s been away from the screen since Laal Singh Chaddha, his involvement in industry issues continues to reflect his long-term commitment to cinema — not just as an actor, but as a thinker and reformer.
As the conversation around OTT windows, content fatigue, and changing audience behavior intensifies, Aamir’s suggestion may become a crucial starting point for much-needed industry-wide reform. Whether the industry heeds his call remains to be seen, but one thing is clear — the need to reimagine how Indian cinema engages with its audiences has never been more urgent.
