Bollywood’s perfectionist Aamir Khan is about to disrupt the traditional film distribution model with a bold new step: releasing his latest film Sitaare Zameen Par on YouTube as a pay-per-view offering starting August 1.
In an era dominated by OTT platforms, Khan has chosen to go against the grain. Speaking about his decision, he revealed a strong disconnect with the conventional OTT business model. "The reason is that I never really understood that model. It never felt right to me," Aamir said. "That’s why I’ve thought of this new model. I hope the people of this country like it. I believe every citizen will be able to understand this model. Once again, cinema will soar to the heights it once did—this is my hope."
This initiative marks the launch of Aamir Khan Talkies, his own dedicated YouTube channel that will serve as the digital home for Aamir Khan Productions’ library—featuring classics like Lagaan, Dangal, Taare Zameen Par, Peepli Live, and Jaane Tu Ya Jaane Na.
Starting August 1 with Sitaare Zameen Par, new films will be added every week. Eventually, viewers will have access to a curated collection, including films produced by Aamir’s father, Tahir Hussain, such as Caravan and Anamika.
The platform will feature both free content and pay-per-view options. Notably, his acclaimed TV show Satyamev Jayate will be available free of charge.
But Aamir's vision goes beyond nostalgia. He aims to build a platform that empowers emerging filmmakers. "I want Aamir Khan Productions to become a platform for new talent. If a filmmaker has made a film and approaches us—and if we believe in the content—we’d be happy to curate it and bring it to our audience. There are so many talented creators who struggle to get a theatrical release. This can be their opportunity."
He emphasized the fairness of the pay-per-view model: "It’s one of the oldest ways to earn—if your work is good, you get paid for it. We’ll ensure that young filmmakers and actors get most of the profit, while we retain only a minimal fee."
Aamir also critiqued the ad-heavy viewing experience on television and streaming:"When a film comes to satellite a year later, that’s when bulk of India watches it. But you’re forced to watch ads, and the immersive cinematic experience gets disturbed. This model will offer a cleaner, more respectful experience for the audience."
Comparing his move to a bold voyage of discovery, he added: "We’re like explorers—like Christopher Columbus who set out for India but reached America. We don’t know where this journey will take us. We don’t know how many people will watch. This is the first time we’re doing something like this… But if it works, it could become a model not just for Indian cinema, but for world cinema."
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