Bollywood actor-producer Aamir Khan has announced a shift in the distribution model for his films. At a press conference in Mumbai on Tuesday (July 29), Aamir confirmed that his latest release Sitaare Zameen Par will not stream on any OTT platform, but will instead release directly on YouTube starting August 1, for a pay-per-view price of Rs 100 in India.
The move comes months after Aamir launched a new channel, Aamir Khan Talkies, on YouTube. Explaining the decision, the actor said, “This was the reason why I did not give away the rights of Sitaare Zameen Par, as this plan was already in motion. Our plan is to release every film under the Aamir Khan Productions banner on YouTube, after they complete their theatrical run. Each movie will be available at a minimal cost of Rs 100.”
According to Aamir, the digital model is not limited to his recent film. “Lagaan, Dangal, Jaane Tu Ya Jaane Na, Taare Zameen Par, and all the films made under Aamir Khan Productions will be added to the YouTube channel,” he said.
He also added that films produced by his father will be included, with a mix of paid and free content available to viewers.
Aamir also revealed that his widely-watched television series Satyamev Jayate will be uploaded on the platform free of cost, but later.
Additionally, the actor said the channel will be opened up to young filmmakers who struggle to release their work theatrically. “If this idea works, creative voices can tell different stories breaking geographical and other barriers. This will also be a great opportunity for younger creative people entering the field of cinema,” he said.
Sitaare Zameen Par, which stars Aamir, Genelia Deshmukh and 10 actors with intellectual disabilities, has reportedly earned over Rs 250 crore globally during its theatrical run. The film will be released on YouTube in 38 international markets, with prices tailored to each region.
Aamir called the model a response to India's growing internet penetration and ease of digital payments. “My dream is that Cinema should reach everyone at a reasonable and affordable price. I want people to have the ease of watching Cinema when they want, where they want,” he said.
With this, Aamir also said he has nothing against OTT platforms. "I just want to say that I didn't like the timing of films being released on OTT. Because I also want my films to enjoy their theatrical runs."
