Aamir Khan: The Indian Film Icon Taking Budget-Friendly Initiatives to Revitalize Bollywood

A decade ago, Aamir Khan found himself in a challenging position. Despite being a reliable superstar of Bollywood for over 30 years, he noticed a significant drop in the number of Indians who were eager to watch him in theaters.

While Indian cinema holds a revered place and greatly influences society, only about 2-3% of the 1.4 billion populace attends movie theaters.

A major long-standing challenge has been access, especially in rural areas. With his involvement in iconic films such as Lagaan and Three Idiots, Khan has dedicated years to creating thousands of affordable cinemas in remote regions of India, utilizing satellite technology to screen films. Unfortunately, this vision faced numerous bureaucratic hurdles.

Financial barriers also play a considerable role. The cinema experience had once been vibrant and lively, where families would come together, cheer, and enjoy single-screen theaters for just a few rupees. However, the rise of multiplexes has transformed it into a more luxurious affair, with tickets now often costing over Rs 500 (£4.30), making it less accessible for many Indian families.

“When I released my first film, tickets were just 10 rupees, and families from all walks of life could afford to fill the cinema halls,” Khan, 60, remarked. “Today, however, the cinema has transitioned into an upper-class medium. As filmmakers, we are not doing enough to connect with the remaining 97% of the populace.”

People are now turning to other platforms to watch films, he stated.

This week, Khan unveiled what he promises could be a solution, referring to it as the “future of Indian cinema.” After the traditional theatrical release, his upcoming film, Sitaare Zameen Par (Stars on Earth), will be available to viewers on YouTube for just Rs 100, which is less than a pound. His previous works, along with future releases, will follow this model.

Choosing YouTube, traditionally a site for trailers rather than full films, was a deliberate choice. With an astonishing 491 million users, India’s YouTube vastly outstrips conventional streaming services like Netflix, which only boasts about 12 million Indian subscribers. Khan noted, “Given its vast reach, it’s an obvious choice.”

“The penetration of the internet in India has skyrocketed, eliminating the need for physical theaters to engage audiences,” Khan mentioned. “I believe this model can reach a wider audience and also benefit the creative community in the film industry. Naturally, theaters should remain our primary focus, but films need to be accessible to most regions at fair prices.”

While Khan prefers to view his films on the big screen, the reality remains that theaters no longer align with the audience he seeks to connect with.

He added, “The idea of paying Rs 100 per household to watch a film together will significantly lower the cost per individual.”

Khan’s move to provide alternatives is also a reaction to the detrimental effects he believes streaming has on the Indian cinema crisis.

Instead of increasing viewership, streaming has proven to be “counterproductive,” leading to a “cannibalization” of Indian films. The chance for films to be showcased in theaters before being inundated on platforms was significantly reduced.

“I see that cinemas are currently struggling, and I’m contributing in any way I can to help revive them,” Khan shared.

This disruption in the industry has also resulted in considerable losses at the box office. Over the last decade, as right-wing Hindu national politics took precedence in India, many filmmakers have accused Indian film censors of being overly stringent and prohibiting politically sensitive topics.

The top male figures in Bollywood, including Khan, Shah Rukh Khan, and Salman Khan—often dubbed the “Khan Trinity”—are Muslims and have faced targeted campaigns and boycotts from nationalists accusing them of being “anti-Indian.” Khan expressed ongoing concerns regarding comments he made a decade ago, feeling unsafe amidst “growing intolerance” and endorsing protests.

Khan noted that many in the industry believe their creative freedoms are constrained by decision-makers who lack an understanding of mass communication. “They feel they aren’t free to express their thoughts as they wish,” he explained.

Nevertheless, Khan mentioned that the censorship and other challenges affecting Indian films are not new, dating back to the 1940s. “Every society has a segment with negative attitudes, and that won’t change.”

Despite musings about retirement, including a brief hiatus during the pandemic where he “secretly retired for six months,” Khan says he remains optimistic about the potential of Indian cinema. “I genuinely hope this new model succeeds,” he stated. “If it fails, we could all be in jeopardy.”