Latest news with #Gianchandani
Time of India
14 hours ago
- Entertainment
- Time of India
MAI: Sitaare Zameen Par saw a 100% jump in footfalls over the weekend across the country
'Sitaare Zameen Par' In an era when films often appear on streaming platforms within weeks of their theatrical debut, Aamir Khan is betting on the irreplaceable power of the cinema hall. With Sitaare Zameen Par, his latest release, Khan and his team at Aamir Khan Productions (AKP) have charted a markedly different course - one that eschews conventional marketing hooks and algorithm-friendly storytelling, and instead leans into emotional depth and a theatrical-only run. Released exclusively in cinemas, with no OTT premiere, Sitare Zameen Par is proving that theatrical conviction can still translate into commercial momentum. According to Kamal Gianchandani, President of the Multiplex Association of India and CEO of PVR INOX Pictures, the film saw a 100 percent jump in footfalls on Saturday over Friday-a strong indicator of growing word-of-mouth and audience goodwill. 'This isn't a commercial film in the traditional sense,' Gianchandani said. 'It doesn't have those easy hooks. It's a fine gem. The very idea that it's only in cinemas is creating a kind of urgency -we're seeing people making the effort to come out and watch it.' The decision not to release the film on OTT - even after the now-standard eight-week window was deliberate. In fact, at the WAVES Summit earlier this year, Aamir Khan expressed concern over shrinking theatrical windows. His long-standing advocacy for communal movie-watching is not new. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like AudioNova leder efter testpersoner i Odder til at teste det usynlige høreapparat Audionova Lær mere Undo Khan has, over the years, repeatedly underlined the emotional and cultural role of cinema halls. With Sitaare Zameen Par, that principle has been put into practice. 'He's completely loyal to theatres,' Gianchandani said. 'And this is not just about nostalgia - it's about belief. He's showing the industry that you can still back a film like this, without compromise. ' The strategy is not without risk. In an increasingly metrics-driven industry, where digital sales and streaming partnerships offer quick recovery and global reach, holding out on OTT is a financial leap of faith. But for AKP, Gianchandani says, that's precisely the point. 'They're willing to let go of short-term returns. That speaks volumes about their commitment to cinema as an art form and about theatrical importance as a long-term value. ' As the film continues its run, exhibitors are optimistic. 'The film will be in theatres for a long time,' Gianchandani predicts. And perhaps more importantly, it will be remembered not just for its story, but for how it chose to be seen - a milestone in film distribution.
India Today
3 days ago
- Entertainment
- India Today
Multiplex owners call Aamir visionary for theatre-only release of Sitaare Zameen Par
Actor Aamir Khan's decision for the theatre-only release of 'Sitaare Zameen Par' was welcomed by multiplex owners. The Multiplex Association of India (MAI) praised the actor's vision and belief in the magic of Gianchandani of PVR-INOX, who is also the MAI President, shared the statement by the Multiplex Association on X. He captioned his post as, "Thank You Aamir Zameen Par".advertisementIn the joint statement, Gianchandani's quote read, "Aamir Khan has always been a filmmaker who puts the audience first. His decision to bring 'Sitaare Zameen Par' exclusively to cinemas is a significant show of confidence in theatres and the shared magic of the movie going experience." The MAI president also called 'Sitaare Zameen Par' a "shining example of cinema's resilience and irreplaceable magic". "Indian exhibitors thank Aamir Khan for standing by theatres. As we continue to welcome audiences with renewed energy and world-class films, 'Sitaare Zammen Par' will remain a shining example of cinema's resilience and its irreplaceable magic," he the ongoing theatre vs OTT debate, Aamir's bold stance was also appreciated by Cinepolis India, CEO, Devang Sampat. While mentioning the actor's creative vision, Sampat stated, "Aamir Khan has always been a filmmaker who creates for the theatrical experience. His decision to back cinemas with 'Sitaare Zameen Par' is a significant moment for all of us."advertisement"It's not just a film release; it's a message of unwavering belief in theatres. We're incredibly grateful to Aamir Khan Productions for boldly standing by cinemas. 'Sitaare Zameen Par' is exactly the kind of film that brings people to theatres, thoughtful, moving, and made for a collective experience," he added. The Multiplex Association of India thanked Aamir Khan for backing theatres. (Credit: X/MAofIndia) 'Sitaare Zameen Par' is Aamir's first release after 'Laal Singh Chaddha' (2022). He plays a basketball coach to a team of specially-abled children in the film. The film is directed by RS Prasanna and is a remake of the Spanish sports-drama 'Champions' (2018).Apart from Genelia Deshmukh, the film also marks the acting debut of Aroush Datta, Gopi Krishna Varma, Samvit Desai, Vedant Sharma, Ayush Bhansali, Ashish Pendse, Rishi Shahani, Rishabh Jain, Naman Mishra, and Simran has co-produced the film with Aparna Purohit, B Srinivas Rao and Ravi Bhagchandka.'Sitaare Zameen Par' is scheduled for release on June 20, Watch
