Aamir Khan is set to release his latest film, Sitaare Zameen Par, directly on YouTube under a pay-and-watch model priced at ₹100. From the beginning, Aamir made it clear he had no interest in an OTT release, even rejecting a ₹125 crore offer from streaming platforms.
The film saw a modest box office success, but Aamir believes cinema’s true value lies in audience connection, not big OTT deals. At a recent public interaction, he emphasized that ₹100 from viewers matters more than ₹125 crore from OTT executives. According to him, OTT releases dilute the cinematic experience.
This unique decision is already being seen as a bold move. If successful, it could revolutionize how films are distributed online, setting a precedent for other filmmakers to explore direct YouTube releases.
Trade experts are closely watching this strategy, especially after Salman Khan’s earlier attempt with Radhey, which was released directly on Zee5 and failed to meet expectations. When asked about Salman’s experience, Aamir said he had not discussed it with him, but he believes YouTube’s massive reach gives his film a better shot.
Whether this innovative model succeeds or not, Aamir Khan’s bold stand against OTT norms is generating strong industry buzz.
