The film industry continues to grapple with challenges in the post-pandemic world. Ever since COVID-19, cinema halls have been struggling to draw audiences, with both large-scale and smaller films failing to fill seats. Many theatres have already shut their doors, and despite the pandemic easing, the crowds haven’t fully returned. A major reason behind this shift is the growing popularity of OTT platforms.
While several filmmakers from Tollywood have already raised their concerns, Bollywood superstar Aamir Khan has now stepped forward to criticize the current OTT business model. Sharing his frustration, Aamir compared the situation to a quirky analogy that has since gone viral: “It’s like I’m trying to sell a product, the customer refuses to buy it, and then I end up delivering it to their doorstep after eight weeks.”
Aamir highlighted the fact that OTT platforms must change their strategy, emphasizing that the magic of cinema can be enjoyed only within a theatre. His blunt comments have set off heated debate throughout the industry, hitting headlines as fans and filmmakers alike comment on his words.