Aamir Khan recently opened up about the unsustainable business model of the Indian film industry, and his perspective has sparked quite the conversation. Drawing an analogy, he explained how the industry operates in a way that doesn’t align with consumer behavior or needs. “Let’s just say, you made a paper pad and you’re trying to sell it. You might sell it for 10 bucks, and as a consumer, before buying it, I might think, 'Do I really need it? Should I buy it?'” he said, offering insight into how the film business should work.
Aamir then pointed out the flaw in the current system: "I made a film, I ask people to buy a ticket and watch it in theaters, you might come or not, but few weeks later, I am showing you the same thing on a digital platform, whether you like it or not. And guess what, you’ve already paid for it, monthly subscription." He continued, expressing his disagreement with this dual approach of selling the same product twice to the consumer. According to Aamir, the industry’s model, where films are shown in theaters and later available on streaming platforms, fails because it doesn’t properly consider the consumer’s wants and willingness to engage. “I don’t know how to sell the same thing twice to anyone,” he remarked, emphasizing how the traditional theater-going experience is no longer the driving force.
Aamir went further to explain that while some films succeed and others don’t, he has become less invested in the business side of filmmaking. For him, going to the theater used to be about consuming films, but now it’s just for leisure. “Now I am coming to the theater because I want to, and one cannot raise a business model out of it,” Aamir said, likening it to a car being delivered to your house every eight weeks – a scenario that clearly doesn’t make sense in a healthy business structure. His frustration is clear: “We have killed our own business.”
He also touched on a deeper issue in terms of content creation, stating that the industry’s focus has shifted too far towards catering to a niche, "finer" audience. Aamir believes that many filmmakers, including writers and directors, have forgotten their roots, moving away from the larger, more powerful emotions that resonate with a broader audience. “Revenge is a big emotion, one could easily be provoked, but doubt on the other hand is a finer emotion, less appealing emotion,” he said, hinting at the disconnect between what the audience craves and what is currently being served. The industry’s focus on "finer" emotions, like doubt, over more primal feelings, such as revenge, is something Aamir suggests has alienated the core audience.
In essence, Aamir Khan’s comments are a stark critique of the current landscape of the Indian film industry, questioning not only its business practices but also the direction in which it is heading creatively.