Aamir Khan’s latest release “Sitaare Zameen Par” which is the sequel of one of his best movies “Taare Zameen Par”, is reportedly demanding ₹80 crore for the OTT rights of “Sitaare Zameen Par”, with a six month post theatrical exclusivity window.
This isn’t just a bold move, it’s a strategic one. In an area where many films are rushing to streaming platforms barely eight weeks after their theatrical run, this demand signals a reassessment of content value and a long lasting mark of box office revenue.
Rushing a film to OTT might give platforms short term marketing highs, but it undercuts theatrical collections and damages long-term brand equity.
Aamir Khan’s strategy recognizes that value for streamers doesn’t lie in the immediacy of a premiere but in building a vast library of quality content.
For most viewers, a film watched six months later is just as entertaining ,and for platforms, just as valuable.
Moreover, holding back films from OTT also helps maintain a standard around theatrical releases.
It revives the event film culture, where watching a movie in theatres feels exclusive and urgent.
On the contrary, dumping films on OTT after eight weeks often sends the signal that the film didn’t perform well, further diminishing its perceived worth.
If “Sitaare Zameen Par” does fetch the ₹80 crore Aamir is targeting, it might just set a new precedent.
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