Aamir Khan is set to return to the big screen with Sitaare Zameen Par, releasing in cinemas on June 20, but instead of turning to the usual OTT giants for its digital premiere, Khan will adopt a YouTube pay-per-view release strategy. The film will become available on YouTube approximately eight weeks after its theatrical debut, and viewers will have to pay a one-time fee to access it, rather than watching it under a typical subscription model.
This new approach reflects Aamir Khan’s desire to change the way audiences experience his movies after their cinema run. According to a source cited by India Today,
“Aamir doesn’t want to release his films directly on streaming after their theatrical run, as it discourages viewers from watching movies on the big screen. It is also a reason why there is no streaming logo on the poster of Sitaare Zameen Par.”
By avoiding a streaming release immediately after theaters, Khan hopes to preserve the excitement around cinematic releases and ensure films are experienced as intended.
The source further explained the reasoning behind the Aamir Khan YouTube pay-per-view release strategy, stating,
“The decision involves multiple factors. Of course, there is a perception that non-spectacle films are better suited for OTT platforms, which has led many to skip them in theatres. Pay-per-view, however, creates a cinema-like urgency, as viewers would need to pay specifically for the film rather than accessing it freely through a subscription model. This consumer-centric approach benefits both viewers and producers, giving the latter more control over their content. Aamir wants to see how this plays out, so we shall know details in the coming weeks.”
Pay-per-view releases are more often associated with live sporting events and concerts, but with the Aamir Khan YouTube pay-per-view release strategy, Sitaare Zameen Par could mark a pivotal moment for Indian cinema, testing whether audiences will embrace paying directly for new film access on a platform as widely used as YouTube.
Directed by RS Prasanna, Sitaare Zameen Par promises a feel-good story and acts as a spiritual successor to Khan’s 2007 film Taare Zameen Par. Unlike its emotional predecessor, Aamir Khan described the new film as “full of fun and laughter.” The cast includes Genelia D’Souza and ten debutants, showcased in the recently revealed poster. Separately, Khan is slated for a cameo in Rajinikanth’s movie Coolie, due in 2025.
If successful, the Aamir Khan YouTube pay-per-view release strategy could change how films reach audiences after their theatrical runs, challenging existing models and possibly reshaping industry norms. As anticipation builds, both the industry and viewers await to see if this experiment will set a new trend for big releases in India.
