Aamir Khan's decision to release his latest film, Sitaare Zameen Par, on YouTube for ₹100 has sparked considerable discussion within the Indian film industry and among audiences. The move marks a departure from traditional distribution methods, bypassing both theatrical exclusivity and established OTT platforms. Khan has articulated a clear rationale behind this unconventional choice, rooted in a desire to broaden access to his film and potentially reshape Bollywood's distribution landscape.
Khan's primary motivation stems from the limited reach of cinemas in India. With only around 10,000 cinema screens available, even a blockbuster film might only reach 3-4 crore people, a small fraction of the country's vast population. While OTT platforms have emerged as an alternative, Khan notes that their subscription model still excludes a significant portion of the Indian audience. YouTube, with its massive user base of 500 million in India alone, presents a compelling alternative for reaching a wider audience.
The ₹100 price point is a deliberate attempt to make the film accessible while also generating revenue. Khan has stated that he wants his movie available to audiences across the globe, because most of them would not be able to access it otherwise. He also suggested that smaller filmmakers could even price their films at ₹25 or ₹50 to reach more people. While some viewers might hesitate to pay for content on YouTube, the platform offers flexibility in pricing and promotion, allowing filmmakers to tailor their approach to the Indian market.
Khan envisions creating a pay-per-view (PPV) window between theatrical releases and OTT distribution. He revealed that OTT platforms pushed for a shorter two-month gap between the theatrical and streaming release of Sitaare Zameen Par, but he wasn't comfortable with that period. Khan would ideally want Sitaare Zameen Par to land on a streaming platform three months after its YouTube release. He believes this model could benefit independent filmmakers by providing an additional revenue stream and wider reach.
However, the YouTube release hasn't been without its challenges. Notably, iPhone users reported being charged ₹179 to rent the film, compared to the advertised ₹100. This discrepancy arises from Apple's app store commission policy, which adds a 30% cut on digital transactions within iOS apps. To avoid the inflated price, users are advised to rent the film through a desktop or mobile browser.
Despite these hurdles, Khan remains optimistic about the potential of the YouTube release. He revealed that YouTube is putting its marketing strength and budget behind the release of Sitaare Zameen Par. The move is being viewed as an experiment that could pave the way for a new distribution model in Bollywood. The success of Sitaare Zameen Par on YouTube could encourage other filmmakers to explore similar strategies, potentially democratizing access to cinema and empowering independent creators.
Sitaare Zameen Par follows a coach who trains a basketball team made up of neurodivergent children. Starring Aamir Khan and Genelia Deshmukh, the film was released in theaters on June 20, 2025. The film has grossed ₹263 crore worldwide.
