Aamir
Khan
in
Sitaare
Zameen
Par.
Bollywood
is
trying
out
various
scripts
to
lure
audiences
back
to
the
big
screen.
This
comes
as
the
rising
dominance
of
over-the-top
(OTT)
platforms
makes
it
difficult
for
movies
to
run
for
long
periods
on
the
silver
screen,
thus
hurting
the
cinema
industry.
The
latest
attempt
is
by
Aamir
Khan,
who
decided
to
release
his
film,
Sitaare
Zameen
Par.
exclusively
in
theatres.
The
Multiplex
Association
of
India
applauded
Aamir
Khan’s
decision
to
release
the
film
exclusively
in
theatres.
Selling
the
rights
of
movies
to
streaming
platforms
helps
producers
recover
a
certain
amount
of
their
invested
budget
on
the
film.
Vicky
Kaushal
in
Chhaava.
While
select
movies
like
Chhaava
and
Raid
2
performed
well
at
the
box
office,
some
high
profile
ones
like
Salman
Khan’s
Sikandar,
Akshay
Kumar’s
Sky
Force,
and
the
latest
being
Sajid
Nadiadwala-produced
Housefull
5
have
failed
to
attract
the
desired
footfalls
and
BO
numbers.
“Housefull
5
was
not
successful
because
the
cost
of
production
was
too
high
(around
₹250
crore).
It
will,
at
the
most,
make
around
₹170
crore.
Still,
the
film
is
in
loss,”
said
film
trade
analyst
Girish
Wankhede.
Rajkummar
Rao
and
Wamiqa
Gabbi
in
Bhool
Chuk
Maaf.
In
May,
the
producers
(Maddock
Films)
of
Rajkummar
Rao-starrer
Bhool
Chuk
Maaf
had
suddenly
decided
to
release
the
movie
directly
on
Amazon
Prime
Video,
which
was
later
released
in
theatres
due
to
a
court
order.
This
order
came
after
PVR
INOX
took
Maddock
Films
to
court
for
changing
its
decision
to
release
the
movie
in
theatres.
The
cumulative
BO
collection
for
January-May
was
up
by
27
per
cent
to
Rs
4,812
crore
(Rs
48.12
billion)
compared
to
the
same
period
last
year,
according
to
an
Ormax
Media
report.
These
attempts
by
the
industry
come
at
a
time
when
film
producers
are
still
in
a
‘wait-and-watch’
mode
and
are
thinking
twice
before
starting
to
work
on
movies.
This
comes
as
several
films
have
not
made
money
at
the
box
offie.
Some
have
not
even
recovered
their
costs.
This
situation
in
the
entertainment
industry
has
resulted
in
various
producers
teaming
up
to
minimise
financial
risks.
Some
are
only
working
on
a
film
project
if
it
has
sold
its
digital
rights
to
streaming
platforms,
said
several
industry
executives.
