Renowned producer and exhibitor D. Suresh Babu has praised Bollywood star Aamir Khan’s innovative distribution strategy for his upcoming film Sitaare Zameen Par, which will be released on YouTube via a pay-per-view model. This approach bypasses traditional OTT platforms, sparking widespread discussion in the film industry. “Aamir Khan is known for his creativity both on and off the screen. His decision to use YouTube as a direct distribution platform is intriguing and worth monitoring. While it’s too soon to say if this will revolutionize the industry, it has definitely sparked a healthy debate,” Suresh Babu said. He added that since the film is concept-driven, the industry will closely watch how it performs in this new format.
While acknowledging the shift towards digital releases, Suresh Babu emphasized that nothing can replace the magic of the theatrical experience. “Theatre remains unmatched. Leading stars and filmmakers still value packed cinemas and the energy of a live audience,” he remarked. He pointed out the current OTT release windows—four weeks in South India and eight weeks in the North—creating pressure to balance theatrical and digital runs. “OTT is now a permanent fixture in the film business, but theatres have unique revenue models and cultural significance. Balancing these is challenging but essential,” he explained.
Highlighting changes in viewer habits, especially among younger audiences, he noted, “This generation embraces OTT platforms, favoring binge-watching and on-demand content. The traditional model of four daily shows is evolving as audiences demand flexibility.”
Addressing ongoing tensions between producers and exhibitors, Suresh Babu traced the demand for fair revenue sharing back to 2009. With declining footfalls threatening the survival of over 1,500 single-screen theatres in Telugu states, he stressed the need for innovative solutions. “Theatrical revenue remains vital for big-budget, star-led films. We must find sustainable ways to revive theatres,” he said.
He criticized the outdated rental system still prevalent in Andhra Pradesh and Telangana, contrasting it with the percentage-based revenue-sharing model common elsewhere. “The rental system is obsolete globally. Adopting a shared revenue model, similar to multiplexes, would revitalize our theatres,” he argued.
On rumors about a bandh planned ahead of Pawan Kalyan’s film Hari Hara Veera Mallu, Suresh Babu dismissed them as false. “A bandh was never planned; those rumors were spread by vested interests,” he clarified. He welcomed the Andhra Pradesh government’s recent efforts to make cinema more affordable and streamline theatre operations, adding, “We want to encourage more audiences back to theatres.”
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