Aamir Khan opened up recently about the business model of theatrical and OTT releases and called it ‘faulty’. He said that the 8-week window between a theatrical and OTT release is too small, giving audiences a choice to catch a film on OTT too soon rather than going to the theatres. The actor compared the current model with the older one when films would come to satellite 6-months after their theatrical run.

He was speaking at a session at the WAVES 2025 Summit, talking in detail about theatres and OTTs as business models. “I just feel that, you see earlier films would come in theatres and then a year later on satellite. Then it became 8 months and then 6 months. So, what happens is, I have choice as audience to watch in theatre as it releases or I can wait 6 months and watch it on satellite.”

He said that as people have already paid for their subscriptions for OTT, they choose to watch it when it is released there rather than spending more by going to theatres. He said, “So, if I have to be very honest with my audience when I'm marketing my film I have to tell my audience that my film is releasing but all those people who are on this particular subscription, they've already bought my film. They don't need to come to the theatres. So, according to me that window is too small between theatrical and OTT. You are killing your own business. It’s a faulty business model.”

Aamir is currently gearing up for Sitaare Zameen Par. The film is produced under the banner of Aamir Khan Productions and directed by R S Prasanna.