Aamir Khan recently stirred the pot with his announcement: Hindi movies should not be released on OTT platforms for at least six months after their theatrical release. Bold move, Aamir — but perhaps it's time to come down from the high horse.
Let’s be clear: if your content is good, audiences will show up at the theatres. You don’t need to impose artificial delays or windows. And let’s not forget, you can’t force people to consume content a certain way — be it in theatres or on streaming platforms. Audiences have choices now, and they’re using them.
Let’s take a quick reality check. Movies like Laal Singh Chaddha and Agent bombed at the box office — and later failed to spark interest even on OTT. No amount of release window manipulation can fix weak storytelling or lackluster content. On the flip side, Lapataa Ladies, produced by Aamir’s ex-wife Kiran Rao, found critical and popular acclaim only because of its release on OTT. It likely wouldn’t have made a dent in theatres.
OTT platforms have become an integral part of how audiences consume content. Trying to delay or deny access isn’t going to reverse that trend — it only risks alienating the very viewers who might have watched your film from the comfort of their homes. And let’s face it, Aamir: there’s no shortage of content. There are thousands of movies and shows available across platforms, and nobody is sitting around waiting for a film that’s stuck in a six-month theatrical limbo.
Even within the Hindi film industry, such a rigid model won’t hold. There will always be producers who choose to break the six-month embargo and go for quicker OTT releases — especially if it means recovering their investment. Down South, the model is already leaner. The OTT window is often just one month.
Take Thug Life, for instance — a case worth examining. Amazon reportedly agreed to a two-month OTT window. But the movie still flopped. Kamal Haasan and Mani Ratnam, recognizing the sinking ship, opted for an even quicker OTT release. Amazon complied — with a ₹25 crore cut. Business decisions always trump idealistic notions.
So, here’s the takeaway: OTT is not the enemy — it’s the reality. Those of us with home theatres and high-quality viewing setups won’t be swayed by a longer wait time. If you want us in cinemas, make grand, compelling, cinematic experiences that pull us in. Otherwise, it's Tata, goodbye.
Aamir, we appreciate the conviction — but practicality matters. Let your next film prove your point, not your pronouncements.
