WEB DESK: Aamir Khan is once again poised to make a significant impact on the entertainment landscape with his unconventional approach to releasing his latest film, Sitaare Zameen Par. Instead of following the traditional route, he has chosen to launch the movie exclusively on YouTube Movies-on-Demand.
This bold move will bypass the usual theatrical and streaming platforms, directly targeting viewers on digital. In an interview with Variety, Khan explained that this idea stems from a long-standing vision he has held.“About 15 years ago, I realized that the most successful films like 3 Idiots and Dangal only reached about 2-3% of the population in theaters,” he shared. “My next thought was, how do we reach the remaining 97-98%?”
To connect with a wider audience, Khan has avoided subscription-based streaming services, which he believes are not sustainable financially. Instead, he has priced Sitaare Zameen Par at just $1.15 across 38 countries, including India, via YouTube.“If a family of four watches the film, it costs around INR25 (approximately 28 cents) per person,” he explained. “This not only makes entertainment affordable for viewers but also offers a chance for filmmakers to earn enough to produce higher-quality content.”
This approach comes at a time when the media industry is experiencing rapid technological and behavioral changes. YouTube’s extensive reach in India, highlighted by the country’s managing director Gunjan Soni, played a crucial role in forming this partnership.
“Aamir’s commitment to democratising access aligns perfectly with YouTube’s mission,” Soni remarked. “It’s almost a natural fit.”
Unlike traditional deals, no upfront payment has been made to Aamir Khan Productions; instead, revenue will be generated through a pay-per-view model. Khan views this as more than a one-time experiment.“I hope this becomes the blueprint for my future releases,” he said. “My ideal approach is to have a strong theatrical run followed by availability on digital platforms like YouTube, on a video-on-demand basis.”
Sitaare Zameen Par is set to be available from August 1
