Bollywood superstar Aamir Khan is making a notable move to reinvigorate the theatrical film experience. He plans to withhold the sale of his films’ digital rights until after their full run in cinemas, deviating from the usual practice of selling these rights within an 8-week window. This strategy is designed to give his films a more extended exclusive period on the big screen, with a focus on promoting theatrical viewership.
Khan’s decision comes as part of his effort to revive the social comedy genre and ensure that his films are appreciated in cinemas before being made available on streaming platforms. A source close to Khan revealed that he aims to offer his films exclusively in theaters for at least 12 weeks, allowing audience reactions to be fully assessed before selling the digital rights.
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This approach is influenced by the experience with his latest production, ‘Laapataa Ladies,’ which did not perform as well in theaters but received positive feedback after its release on Netflix. Khan’s upcoming project, ‘Sitaare Zameen Par,’ will be his next venture, co-starring Genelia D’Souza.
