Aamir Khan’s Bold Strategy: Rejecting Massive OTT Deal to Preserve Theatrical Film Culture

In an unexpected move, Aamir Khan has declined a substantial ₹120 crore offer from Amazon Prime Video for the digital rights of his new film, ‘Sitaare Zameen Par.’ This decision is not about securing a better financial deal but about a strategic effort to protect and promote the traditional movie-going experience. Khan reportedly wants to counter the current practice of films quickly appearing on streaming platforms after their theatrical runs. The actor believes that the cinematic experience is best enjoyed in theaters. The film, directed by RS Prasanna and produced by Aamir Khan Productions, is a remake of the Spanish film ‘Campeones’ and features a cast including Genelia D’Souza and ten actors with special needs. The movie is slated to release on June 20.