Image Source: MSN
Key Highlights
Bollywood superstar Aamir Khan has announced that his latest film, Sitaare Zameen Par, after a successful theatrical run since June 2025, will be made available for digital viewing exclusively on his YouTube channel, Aamir Khan Talkies, starting August 1, 2025, using a pay-per-view (PPV) model priced at Rs 100 in India.
This model marks a departure from traditional OTT platform releases as Aamir Khan has decided not to release the film on streaming giants like Netflix or Amazon Prime, aiming instead to create a "Janta ka theatre" — a personal digital theater accessible widely and affordably.
The rental price of Rs 100 allows viewers 48 hours of access upon payment via convenient digital payment methods including UPI, replicating the theatrical pay-once-watch-once concept but adapted for digital devices.
This move is designed to combat piracy and improve accessibility, particularly for audience segments in smaller towns and remote areas where subscriptions and platform availability are limited.
Beyond Sitaare Zameen Par, Aamir Khan plans to gradually release his entire film library on the platform, including classics like Lagaan, Taare Zameen Par, and 3 Idiots, while also providing free content such as episodes from the acclaimed TV show Satyamev Jayate.
The channel also aims to encourage independent and emerging filmmakers by offering a direct-to-audience distribution platform, bypassing traditional theatrical hurdles.
The digital release will not be limited to India; it will also be rolled out in international markets including the USA, Canada, UK, Australia, Germany, Singapore, and Spain with localized pricing.
Aamir cites the growing adoption of digital payments in India as a key enabler for the model’s viability and believes the unprecedented reach of YouTube, with over 55 crore Indians visiting daily, gives the film massive access potential beyond conventional OTT limits.
Background and Motivation
Aamir Khan emphasized in a media interaction that the traditional model of theatre release followed by TV premieres months later is outdated and limits film accessibility. He noted only about 2-3 percent of India’s population currently watches films in theatres and that streaming platforms, while popular, rely on subscription models less suited to the Indian market’s diversity.
This inspired his strategy to replicate the one-time-pay access model online, ensuring affordable and easy digital viewing on a platform nearly everyone already uses, thereby expanding reach and combating piracy.
Technical and User Experience Aspects
The film rental on YouTube will be valid for 48 hours from the time of payment, after which the user needs to pay again to re-watch, mirroring the theatrical experience.
Payment integration through UPI and other popular digital wallets simplifies transactions and caters to India’s growing digital economy.
Audiences can watch on any internet-enabled device supporting YouTube — smartphones, smart TVs, laptops, and desktops.
Industry and Audience Reactions
This launch has been hailed as a pioneering initiative in Indian film distribution, potentially disrupting OTT dominance and providing a new revenue and access model for filmmakers. Analysts see this as a scalable template for other stars and producers aiming to reach broad, price-sensitive audiences.
Critics and viewers are curious to see if the pay-per-view experiment on a free platform like YouTube will translate into commercial success and viewer acceptance, as it blurs boundaries between free-to-watch content and paid viewing in an online ecosystem.
Conclusion
Aamir Khan’s decision to release Sitaare Zameen Par digitally on YouTube via a pay-per-view system for Rs 100 represents a bold and innovative approach designed to democratize film accessibility, foster financial fairness for creators, and challenge existing OTT paradigms. This strategy not only extends the life and audience of his blockbuster but also sets a precedent for addressing India’s diverse consumption patterns and combating piracy. As the film premieres online on August 1, the industry will closely watch whether this "Janta ka theatre" model can emerge as a sustainable future for Hindi cinema’s digital distribution.
Sources: NDTV, Reddit, Indian Express
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