Aamir Khan’s Rs 125 Crore OTT Rebuff: Changing the Game for Indian Cinema Distribution

In a bold and unconventional move that has captured the attention of the film industry and audiences alike, Bollywood superstar Aamir Khan recently revealed that he turned down an attractive Rs 125 crore offer for the streaming rights of his latest film "Sitaare Zameen Par." Instead, Aamir chose to release the film via a pay-per-view model on YouTube, highlighting his faith in direct audience engagement and the longer-term health of cinema exhibition in India.

 

Key Highlights:

The Decision Behind Rejecting Rs 125 Crore Streaming Rights

Aamir Khan’s rejection of the multi-crore streaming rights deal is rooted in his philosophy of protecting theatrical cinema and valuing the direct relationship between filmmaker and audience. As per his statement, the Rs 125 crore offer from an OTT player was tempting but he felt it was more valuable to earn "Rs 100 from each audience member" who genuinely wants to pay for the film. This deliberate choice reflects his long-standing concern about how early OTT releases have disrupted the traditional film exhibition model, particularly in India.

 

Rather than opting for a guaranteed bulk sum from a subscription streaming giant, Khan’s approach gives a fair chance to theaters to showcase the film first, and only then offers the option for digital viewing via YouTube’s rental platform. He repeatedly stressed that films should earn based on word-of-mouth publicity and audience love, rather than relying solely on upfront deals.

 

Pay-Per-View Release Model on YouTube

Released on August 1, 2025, "Sitaare Zameen Par" became available on Aamir Khan’s own "Aamir Khan Talkies" YouTube channel via pay-per-view at Rs 100 per rental. This model is significant because it differs from typical OTT subscription or ad-supported models. Customers get 30 days to start watching the film once rented, with the viewing window lasting 48 hours after they begin. The pay-per-view (PPV) format is designed to offer a movie-only, ad-free experience and empower audiences to choose films they want to watch selectively.

 

This model also enables global accessibility with subtitles and dubbing options, expanding reach beyond Indian borders to 38 international markets, including the US, UK, Canada, Australia, Germany, and others.

 

Industry Impact and Aamir’s Broader Vision

Aamir Khan is optimistic that advances in digital payment infrastructure and internet penetration in India now make the PPV option feasible and attractive. He believes this method can help support young, independent filmmakers who struggle to find theatrical release due to financial constraints. His intention is to create a platform where quality cinema can thrive with audience support directly, rather than being dictated by OTT subscription deals.

 

The actor-filmmaker also acknowledged that his earlier denial of the YouTube release was to protect theater revenues but expressed his hope that this new approach can rebuild the ecosystem where films succeed first in theaters and then leverage digital as a second window.

 

Financially, "Sitaare Zameen Par" has been a success with domestic box office collections of Rs 164 crore and overseas revenue of Rs 67 crore. The unique YouTube release further earned "20 times its normal business" in digital terms, showcasing the potential of this innovative distribution model.

 

Closing Thoughts

Aamir Khan’s decision to turn down a Rs 125 crore OTT streaming rights deal and instead champion a pay-per-view YouTube release for "Sitaare Zameen Par" marks a significant moment in Indian cinema distribution. By placing trust in his audience to pay fairly and emphasizing the importance of theatrical exhibition, Khan is pioneering a hybrid business model amidst changing entertainment consumption patterns. The success of this experiment could influence how future films are financed, distributed, and monetized in India, balancing filmmaker autonomy, viewer choice, and the sustainability of cinemas.

 

Source: Times of India, Indian Express, afaqs!, India Today, Cinema Express