Bollywood star Aamir Khan has recently expressed his vision of making films accessible to all Indians through affordable digital platforms. Highlighting YouTube’s potential as a venue for post-theatrical releases, he described this method as both reasonable and respectful for viewers nationwide.
The Creative Challenge of Reaching Diverse Audiences
Aamir explained how Indian moviegoers are selective about their film choices, considering factors such as favorite actors, trailers, music, and word-of-mouth endorsements. He recognizes the challenge filmmakers face in reaching diverse demographics, emphasizing his personal ambition:
“As a creative person, it is my dream to be able to reach each and every Indian at a rate that is reasonable, at a price that is affordable,”
he said.
Envisioning Affordable Cinema Through YouTube’s Pay-Per-View Model
The actor proposed that YouTube’s rental or pay-per-view option could reinstate cinema as a collective experience for the masses. He illustrated the affordability with a practical example, remarking,
“A working-class person should be able to watch films with dignity, without resorting to piracy. For Rs.100, a family of 4 or even 6 can legally watch a film together. That’s just Rs. 25 or Rs. 15 per head — even less if you invite your neighbours,”
demonstrating how legal access can be both economical and inclusive.
He also highlighted the convenience of digital platforms in contemporary viewing habits, noting,
“You can watch it in a car, you can watch it in a train, you can watch it in a plane, you can watch it in a bus. Of course, you may need headphones if it’s too noisy. But still, you can watch it at home with your family, you can watch it alone in your bedroom.”
Setting a New Precedent for Post-Theatrical Film Distribution
Aamir described this initiative as a groundbreaking step in film distribution, saying,
“This is the first time that after a successful theatrical run, a film is going directly to a pay-per-view model on YouTube. It’s a step toward ensuring that cinema remains inclusive and affordable.”
His approach aims to redefine how movies reach audiences across India.
The Broader Impact on Indian Cinema and Viewership
By embracing technology and affordable pricing, Aamir Khan is working to expand the reach of Indian cinema beyond traditional limitations. He recently shared a striking insight about the film industry’s reach, stating,
“Even blockbusters reach only 2-3% of the population.”
This move could pave the way for more inclusive access, enabling greater segments of the population to experience cinema legally and conveniently.
