Aamir Khan has always been a trendsetter in Bollywood. In the early 2000s, he was the first actor to work on one project at a time, and later he changed the way films were marketed. According to Pinkvilla, Aamir has now made another bold decision as a producer — he won’t sell the digital rights to his next film until it’s done playing in theaters.
“Aamir doesn’t want to pre-sell the digital rights of his films. His vision is to revive the social comedy genre by keeping it exclusive for the big screen for at least 12 weeks,” the report quoted a source as saying. It further added, “He will sell the digital rights only after the release of the film in the cinema halls. While the digital medium is keeping the box-office clause in the contract, Aamir is willing to sell and value his film based on the audience reception to the content on theatrical release”.
Most major exhibitors in India require an 8-week gap between a movie’s theatrical and digital release, but Aamir Khan has gone even further. This decision seems to be based on his experience with his latest production, Laapataa Ladies, directed by his ex-wife Kiran Rao. Co-produced with Jio Studios, the film released in theaters on March 1 after a festival run and a big marketing push across India.
Meanwhile, Aamir Khan has appointed Aparna Purohit, former Head of Originals for Prime Video India and Southeast Asia, as the new head of his production house. He also shared in a recent podcast that he plans to focus more on producing in the coming years. Upcoming films from Aamir Khan Productions include RS Prasanna’s Sitaare Zameen Par, starring Aamir and Genelia D’Souza (releasing this Christmas), Rajkumar Santoshi’s Lahore 1947 with Sunny Deol and Preity Zinta, and an untitled romantic drama by Sunil Pandey, featuring Aamir’s son Junaid Khan and introducing Sai Pallavi to Bollywood.
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