Will Aamir Khan’s Bet On Niche Cinema Pay Off?

Aamir Khan, hailed as one of Bollywood’s most bankable stars, has consistently pushed the boundaries of Indian cinema with his choice of diverse and thought-provoking roles. However, his latest film, Sitare Zameen Par, which garnered approximately Rs 10.70 crore on its opening day, raises critical questions about the viability of niche cinema in a commercial landscape dominated by mass appeal. While the film showcases Aamir’s commitment to storytelling that resonates with a more elite audience, its limited screen release and lack of mainstream entertainment elements have significantly hampered its box office potential. Unlike his contemporaries, Shah Rukh Khan and Salman Khan, who frequently deliver mass-centric blockbusters, Aamir’s foray into niche narratives may alienate the average moviegoer. The film’s intellectual depth and artistic merit, although commendable, do not cater to the broader audience base that thrives on high-octane entertainment and relatable themes. The expectation for Aamir Khan films to cross the Rs 100-crore mark within the first three days has become a benchmark of success in Bollywood. However, Sitare Zameen Par weekend collections appear to be around Rs35-40 crore, a figure that many industry insiders deem disappointing for a film featuring such a prominent star. This trend raises concerns about the sustainability of niche cinema in a market that increasingly favours commercial viability over artistic expression. As the film fraternity navigates this evolving landscape, it is imperative for stars like Aamir Khan to strike a balance between artistic integrity and audience engagement. While niche films have their place in cinema, the current climate suggests that a more mass-oriented approach may be necessary to foster the growth of Indian cinema as a whole.