Taran Adarsh Slams Aamir Khan’s YouTube Release Strategy
Veteran film critic Taran Adarsh has voiced strong concerns over Aamir Khan’s decision to release Sitaare Zameen Par on YouTube Pay-Per-View. While the Rs. 100 pricing model has been praised for being affordable, Taran believes the move could further damage the already fragile theatrical ecosystem.
The film premiered on YouTube on August 1, 2025, just eight weeks after its theatrical release in May. While fans appreciated the early access, many in the industry, including Taran, questioned the strategy’s long-term implications.
“Aamir Khan earlier said he would support theatres and not go the OTT route. But now he’s made it available for Rs. 100. How does that help cinemas?” Taran asked during a recent interview.
Taran recalled that Aamir was felicitated by exhibitors earlier this year for staying away from OTT deals, reinforcing faith in cinema halls. But now, with YouTube becoming an unofficial OTT platform, the lines seem blurred.
YouTube’s massive film library, including classics and new releases, allows users to rent or buy films instantly. Taran highlighted that Aamir reportedly turned down lucrative OTT offers, and yet, the YouTube release likely earns less while offering wider access.
Taran believes this quick digital release window is harming theatrical runs, even for quality films. He emphasized the need to extend the gap between theatrical and digital releases, citing how the current model discourages families from stepping into cinemas.
“This is not about pricing. It’s about timing. We must re-evaluate digital windows if theatres are to survive,” he said.
While Aamir hinted at a longer OTT window earlier this year at the Waves Summit, the surprise move to YouTube has sparked confusion.
As industry debates continue, the question remains: Will other filmmakers follow Aamir’s model, or will they preserve a longer theatrical-to-digital gap to support exhibitors?
