New Delhi – In a significant shift from the standard digital distribution model, actor and producer Aamir Khan announced today that his latest film, Sitaare Zameen Par, will bypass traditional OTT platforms for a pay-per-view (PPV) release on YouTube. The film will be available for streaming starting August 1 for a one-time payment of ₹100.
At a press conference in New Delhi on Tuesday, Khan unveiled the new model, which he has dubbed “janta ka theatre” (the people’s theatre). He explained that the move is designed to make cinema more accessible to a wider audience, citing that only 2-3% of India’s population typically watches films in theatres.
“My dream has always been to reach every Indian at a reasonable price,” Khan stated. He pointed to the massive reach of YouTube, which he said is used by nearly 55 crore Indians daily, and the convenience of UPI as key factors that make this model viable now. “I thought that if I land on YouTube, I can showcase my content everywhere and because of UPI, all Indians can easily pay for it.”
This new distribution strategy will be hosted on his recently launched YouTube channel, “Aamir Khan Talkies.” Khan expressed his reservations about the subscription-based model of existing streaming services, stating his desire to replicate the classic theatrical experience digitally.
“Ever since Indian cinema has existed, it has only existed on one model, pay per view. We visit the theatre once, we pay once and we watch the film once,” he explained. “I decided to replicate the same model that has been used in theatres to digital devices.”
Sitaare Zameen Par, which earned ₹167 crore at the Indian box office during its theatrical run in June, is the first film to launch under this model. Khan confirmed that eventually, the entire library of Aamir Khan Productions will be made available on the platform. He also plans to offer free content, such as episodes of his acclaimed show Satyamev Jayate, and curate a space to promote the work of independent filmmakers.
