Aamir Khan to Tom Cruise: Celebs on a Mission to Save Cinema One Film at a Time
It's no longer just about lights, camera, and action—it's about finding ways to resurrect the box office from the 'digital doom'. In a world where theatres are dimming their lights and streaming giants roaring louder than ever, a new mission was quietly set into motion by some of cinema's top superstars.
Interestingly, this grand mission didn't play out on screen, but behind the scenes, on telephones, in boardrooms, in production offices and in some bold high-stakes refusals.
Today, an elite club of filmmakers and stars—from
Aamir Khan
in India to
Tom Cruise
in Hollywood—is taking a definitive stand, to revive and put theatres first.
Aamir Khan braving Bollywood's OTT Storm
When Aamir Khan rejected a Rs 120 crore offer from streaming giants for Sitaare Zameen Par, it wasn't just a business move, it was a bold statement.
At a time when films and production houses announced streaming deals before their theatrical releases, Khan's old-school refusal to jump aboard the OTT bandwagon made waves in the industry, and of course, he had all the right reasons.
'I am what I am today because people have seen my films in theatres,' Aamir told The New Indian Express. 'I want to revive the theatre business which is facing a lot of difficulty.'
Sticking to the book, the actor shared his vision for a minimum eight-week delay before any digital premiere.
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Citing sources, News18 reported that Khan wants to impose an eight-week window between the theatrical release and the OTT premiere of Sitaare Zameen Par. That's double the industry's recent standard, where films often land on streaming platforms within three to four weeks of hitting cinemas.
'The idea is to make people choose the big screen experience again by not giving them the home-viewing option so soon,' a source told the outlet.
In essence, it's not just about box office numbers, it's also about restoring the ritual of a shared viewing experience.
Tried and Tested Method
Before Aamir Khan took a firm stand on delaying the OTT release of Sitaare Zameen Par, Pushpa 2 had already set a compelling precedent. The makers of the Allu Arjun-starrer strategically opted for a longer theatrical window before heading to streaming platforms—allowing the film to enjoy an uninterrupted box office run.
This decision paid off handsomely.
Film analyst Girish Wankhede notes, "Pushpa 2's journey to the 1000 crore club is a testament to the power of strategic planning, innovative marketing, and the ability to deliver a captivating cinematic experience."
The film was intentionally positioned for a solo release, free from the clutter of competing titles. This gave it an undisturbed theatrical run of three to four weeks, ample breathing room to dominate the screens and maximise returns.
'Strategic release planning was at the forefront of Pushpa 2's success,' he adds. 'When the content resonates with audiences, as it did with Pushpa, the film gains momentum, generates repeat value, and brings viewers back to cinemas again and again.
'
Even John Abraham, was also upbeat about films releasing in theatres. In a previous interview with ETimes, he shared his thoughts about his films releasing in theatres.
He said, "I think the best news is that people are coming back to cinemas. That is probably the best news and I am happy for that."
Man on a Mission
On the other side of globe, another on-screen hero is rewriting industry rules. Since the post-pandemic dawn of digital streaming platforms, Tom Cruise has relentlessly insisted that films would premiere only in theatres. The result of this pursuit was watching Top Gun: Maverick soaring to $1.5 billion worldwide in 2022. The film that jolted the box office back to life, even prompted
Steven Spielberg
to hail the action star's efforts, saying, 'You saved Hollywood's ass, and you might've saved theatrical distribution.'
A Maverick Move
At a time when studios panicked and sold off content to streaming platforms, Cruise became a one-man production army. He pushed Paramount Pictures to delay Top Gun: Maverick until theatres reopened. 'I ensured Top Gun: Maverick did not go to streaming, that it was held for distribution,' he revealed. And his gamble paid off. Sharing his master plan with ESPN's Pat McAfee, he said, 'I just kept everyone working…'
He also shared that he consistently pushed back against the industry's hesitation, saying, "'Look, this movie is coming out.
Period. It's coming out in theatres.'"
He went on to reveal he not only insisted that the film would be released only in theatres but also personally reached out to global theatre owners and studio executives to rally support for a traditional theatrical rollout. With this, he didn't just save a film—he saved an entire film industry ecosystem. His follow-up with Mission: Impossible – The Final Reckoning carried the same theatre-first ethos, proving his crusade wasn't a one-time fluke.
Theatres vs OTT: A Global Debate
While Khan and Cruise are taking a theatrical oath, the rest of the world remains in a tug-of-war. For some, OTT opens doors to global audiences unreachable through traditional theatrical releases, and for others, it strips cinema of its soul.
Director
Patricia Riggen
of G20 is pragmatic of embracing the changing viewing formats. She explains, 'You don't have the theatre, but you get the world. 2000 countries are going to see this movie at the same time.'
Her perspective represents the inclusivity and convenience that platforms like Netflix, Amazon, Disney, Apple TV+ and others offer—especially for mid-budget or globally sensitive films that may not get premium screen space.
But 'The Strangers' director Renny Harlin is a purist. He shares, 'I love going to the movies… that great feeling of sharing that in a movie theatre is very special.'
James Hawes
, on the other hand, is keen on finding a middle ground.
'The platform doesn't matter as much as making something people want to watch and feel.'
It's not always an either-or scenario. Sometimes, the film itself dictates its platform.
The New Box Office Playbook
In a rapidly evolving entertainment landscape, industry experts are rewriting the rules of movie marketing and release strategy. No longer is content sent straight-to-digital, filmmakers and superstars are drawing up a bold, back-to-cinema strategy that blends old-school rules with sharp, strategic thinking designed to reignite the big-screen magic. Some tried and tested methods include
Delay OTT Release to 8 weeks after a theatrical release
Solo Release Windows with no competing releases.
Global Theatre Giants working in Unison worldwide to ensure a film's success.
Use Social Media and Interviews to reinforce Cinematic Campaigning.
What does the future look like?
The pandemic exposed the vulnerability of cinemas, but also spotlighted their irreplaceable magic.
The big screen, once written off as a relic, is being passionately defended by the very people who helped define it.
With global titans like Cruise, Khan, Speilberg and others leading the charge, the answer isn't about choosing between OTT and theatres, but about balance and giving cinema a fighting chance at forging its greatest comeback story. And as audiences return, popcorn in hand, perhaps they've proved that all it takes is a few heroes to keep the reels rolling.
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