Cinemas Applaud Aamir Khan for the Release of Sitaare Zameen Par

The release of Aamir Khan’s much-anticipated film, Sitaare Zameen Par, has sparked excitement in the cinema industry, particularly after a strong opening weekend. However, the film’s distribution strategy has left many exhibitors frustrated, as several theaters were unexpectedly denied access to screen the film. This last-minute decision by PVR Inox Pictures has raised concerns among single-screen cinema owners, who had been eagerly preparing to showcase the film.

Exhibitors Express Discontent

Despite the initial plan to release *Sitaare Zameen Par* in a controlled manner, the film’s distributors decided to expand its reach to 3,000 screens after receiving interest from various exhibitors. However, just days before the release, many cinemas were informed that they would not be receiving the film. Reports indicate that approximately 700 to 800 theaters across the country were unable to screen the film due to this abrupt change. An exhibitor from West Bengal expressed disappointment, stating that he had been excited to show the film but was heartbroken when he learned that it would not be available. This sentiment was echoed by other exhibitors who felt misled after being assured they would receive the film.

The situation has been particularly frustrating for single-screen theaters, which often rely on blockbuster films to draw audiences. Many of these exhibitors had already prepared promotional materials and were ready to screen *Sitaare Zameen Par*. The Multiplex Association of India praised the film’s exclusive theatrical release, but this has only added to the frustration of those who were left out of the distribution plan. One cinema owner from central India urged Aamir Khan to consider their plight, emphasizing the importance of honoring commitments made to exhibitors.

Distribution Strategy Under Scrutiny

Film exhibitor and distributor Akshaye Rathi provided insight into the complexities of film distribution, explaining that programming decisions are typically based on market demand. He noted that while *Sitaare Zameen Par* was initially intended for a limited release, the plan shifted to a broader distribution before being scaled back again. Rathi acknowledged that such last-minute changes are rare but can occur, emphasizing the need for distributors to honor their commitments to exhibitors.

The situation surrounding *Sitaare Zameen Par* has raised questions about the distribution practices of PVR Inox Pictures. In the past, the company has faced criticism for its distribution strategies, including complaints from cinemas regarding advance bookings and allocation of shows. This history of contentious distribution practices has led to increased scrutiny of their approach, particularly in light of the recent issues surrounding *Sitaare Zameen Par*.

Iconic Theaters Left Out

One of the most notable omissions in the film’s distribution is the iconic Raj Mandir Cinema in Jaipur, which was unable to screen *Sitaare Zameen Par*. The theater management had expressed interest in showing the film but was unable to reach an agreement with the distributors. They had proposed to allocate two shows to *Sitaare Zameen Par* while reserving the remaining shows for another film, *Housefull 5*. However, the distributors insisted on a full allocation for *Sitaare Zameen Par*, leading to a stalemate. Ultimately, Raj Mandir opted to forgo the film entirely, a decision that surprised many given the theater’s popularity.

Trade sources have indicated that the distribution rules were not consistently applied across the country, with some theaters managing to divide showtimes between *Sitaare Zameen Par* and other films. This inconsistency has further fueled frustration among exhibitors who feel that they were not given fair treatment in the distribution process.

Historical Context of Distribution Issues

The challenges faced by *Sitaare Zameen Par* are not isolated incidents. PVR Inox’s distribution strategies have previously come under fire, with complaints from cinemas about preferential treatment during advance bookings. In December 2024, reports emerged that another film, *Baby John*, was released in only a fraction of single-screen cinemas, leading to significant backlash from exhibitors. Such instances highlight ongoing tensions within the industry regarding distribution practices and the need for transparency and fairness in the allocation of films to theaters.

As *Sitaare Zameen Par* continues to perform well at the box office, the industry will be watching closely to see how the distributors address the concerns raised by exhibitors and whether changes will be made to improve the distribution process for future releases.

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