Renowned producer and exhibitor D. Suresh Babu has expressed admiration for Bollywood actor Aamir Khan’s latest distribution strategy — releasing his upcoming film Sitaare Zameen Par on YouTube via a pay-per-view model. The move, seen as an attempt to bypass traditional OTT platforms, has sparked conversation across the industry.“Aamir Khan is known for his innovative thinking, both on and off-screen. His decision to explore YouTube as a direct distribution platform is certainly interesting and worth watching closely. However, it’s too early to tell if it will be a game changer of sorts yet it has triggered a debate which is quite healthy. He is attempting a concept-based movie and the industry would keenly watch its performance in a new domain,” said Suresh Babu.He acknowledged Khan’s efforts to extend the theatrical run of films, emphasizing that nothing compares to the magic of the big screen. “The theatrical experience remains unmatched. Major stars and filmmakers still prefer packed theatres. The thrill of a live audience is irreplaceable,” he added.Suresh Babu noted that current OTT release windows stand at four weeks in the South and eight weeks in the North, putting pressure on filmmakers to find a viable balance. “OTT is now a permanent part of the film business, but theatres have their own revenue dynamics and cultural value. Striking a balance between the two is essential — it’s a tightrope walk, but necessary,” he explained.He pointed out how digital platforms have transformed viewer behavior, particularly among younger audiences who prefer binge-watching and video-on-demand. “This generation has embraced OTT wholeheartedly. The traditional four-shows-a-day theatre model is evolving, and the audience who want content anywhere, anytime lapping up OTT,” he observed.Addressing the ongoing friction between producers and exhibitors, Suresh Babu said the demand for fair revenue sharing dates back to 2009. With declining footfalls, the survival of over 1,500 single-screen theatres in Telugu states is at risk. “We need new models to revive these theatres. Theatrical collections are still crucial for big-budget, star-driven films. It’s time we find sustainable solutions,” he stressed.He criticized the outdated rental system still prevalent in Andhra Pradesh and Telangana, stating that most other states have moved to a percentage-based revenue-sharing model. “This rental model has been phased out globally. Adopting a shared revenue model like multiplexes would rejuvenate our theatres,” he argued.Commenting on political speculation around the timing of a bandh ahead of Pawan Kalyan’s film Hari Hara Veera Mallu, he dismissed the rumors. “A bandh was never part of our plan. That narrative was pushed by vested interests,” he clarified. However, he welcomed the Andhra Pradesh government’s recent moves to make theatres more affordable. “Streamlining cinema operations is a positive step. We want more audiences to return to theatres,” he concluded.
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