What do Shah Rukh Khan and Aamir Khan think is holding back Bollywood's business? Superstars have a simple solution

Time of India

02-05-2025

India Lags Behind Global Cinema Leaders
Faulty Business Model and Shrinking Theatrical Window
SRK Advocates for Affordable Cinemas in Smaller Towns
Summit Aims to Catalyze Change
At the inaugural World Audio Visual and Entertainment Summit (WAVES) in Mumbai, veteran actors Aamir Khan and Shah Rukh Khan addressed one of the most pressing challenges facing the Hindi film industry—limited access to cinema halls across India. Both actors emphasized the urgent need to expand cinema infrastructure in order to bring films to a larger segment of the population and to reverse the industry's recent downturn at the box office.Speaking during the second day of the summit at a session titled Studios of the Future: Putting India on World Studio Map, Aamir Khan stated that a significant investment in cinema infrastructure is necessary if the country is to unlock its full potential as a global cinematic powerhouse. He pointed out that many districts across India still lack even a single theatre.Khan compared India's current screen count—estimated at around 10,000—to those of countries with either comparable or smaller populations. The United States, with a third of India's population, has approximately 40,000 screens, while China boasts nearly 90,000. Within India's limited number of screens, he noted, only about half cater to Hindi films, as the rest are located in the southern regions of the country. This leaves Hindi films with access to just around 5,000 screens.According to the actor, the consequence of this disparity is evident in audience engagement. 'Only two per cent of the population in our country, which is recognised as a film-loving country, watches our biggest hits in theatres. Where is the rest -- 98 per cent -- watching a movie?' Khan asked. He highlighted that even regions such as Konkan lack theatres altogether, limiting access despite widespread interest.Khan also criticized the shrinking window between theatrical and streaming releases. He argued that this approach disincentivizes cinema attendance. 'You are killing your own business,' he said, adding that audiences are likely to wait for an OTT release if it is made available within a few weeks. Khan expressed concerns that such a strategy undermines the theatrical business model, even for high-quality films.He welcomed the initiative of the WAVES summit, appreciating the government's move to foster a dialogue with the creative sector. He called for meaningful policies that would address long-term challenges and strengthen India's position in the global media and entertainment industry.On the opening day of the summit, Shah Rukh Khan echoed similar sentiments during a session titled The Journey: From Outsider to Ruler. When asked by filmmaker Karan Johar about how Bollywood could recover, Shah Rukh emphasized the importance of building affordable theatres in smaller cities and rural areas.'I still believe the call of the day is simpler, cheaper theatres in smaller towns and cities so that we can showcase Indian films in whichever language to a larger majority of Indians for cheaper rates. Otherwise, it's becoming very expensive, only in big towns,' he said.The WAVES summit, held at the Jio World Convention Centre, is being promoted as one of the largest gatherings of professionals from across media and entertainment sectors. It is intended to support the emerging creator economy, integrating traditional media with digital platforms, AI, gaming, and new technologies. While the first two days focused on cinema, the following sessions will feature business meetings and broader public participation.As part of his panel, Aamir Khan was joined by leading producers such as Ritesh Sidhwani, Dinesh Vijan, Namit Malhotra, PVR Inox founder Ajay Bijli, and American producer Charles Roven. Together, they reinforced the need for strategic infrastructure development to ensure the long-term sustainability of Indian cinema