Aamir Khan has never been one to shy away from challenges — whether it was taking Lagaan to the Oscars or planning on stepping back from acting for a while to focus solely on producing.
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Once again, with his upcoming film Sitaare Zameen Par, Aamir is proving that he isn’t afraid to go against the tide. He has announced that after the film’s 8-week theatrical run, it will be released on YouTube via a pay-per-view model.
While most producers today are quick to sell the rights to their films to OTT platforms, Aamir is standing his ground and refusing to give away all rights just to ensure an OTT release.
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Of course, Aamir’s decision comes with its challenges. With people already paying significant amounts for OTT subscriptions, there’s a slim chance many will be willing to pay extra just to watch Sitaare Zameen Par.
Moreover, releasing the film on YouTube increases the risk of high-quality pirated versions spreading quickly.
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Still, in an age where producers can’t even use clips from their own films for promotion due to having sold all rights to OTT platforms, Aamir’s strategy is bold — one that disrupts OTT dependency and pushes for more creative and business autonomy in the industry.
He remains one of the few stars who understands the importance of keeping theatres alive. While many may not agree with his recent string of remakes, Aamir has consistently emphasised the value of the theatrical experience in today’s OTT-dominated era.
His decision is undoubtedly a risky one, but it’s also a trailblazing move. He’s made it clear to OTT platforms that he won’t bow down, definitely, “Jhukega nahi saala!”
Fans are hoping it pays off — not just for Aamir, but for the larger future of cinema.
