Viewers split as Aamir Khan takes Sitaare Zameen Par to YouTube instead of OTT
takes a professional call, it tends to split the crowd – fans, followers, and critics alike. His latest controversy? The
YouTube release
of Sitaare Zameen Par. At the time of its release, Aamir had stated his film would not be released on any OTT/digital platform.
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His stand was widely appreciated as it seemed to prioritise the larger interests of a struggling industry and audiences over his role as producer and actor. With the film doing well in multiplexes, he was felicitated for his seemingly charitable move. Cut to a press conference on July 30, Aamir announced that
Sitaare Zameen Par
would be released on YouTube under a
pay-per-view model
for just `100 and had apparently turned down a `100-crore offer from a streaming platform for the digital rights of his film.
This decision has divided netizens and stakeholders on the ground. Some are accusing Aamir of misleading the audience and disrupting the industry's conventional release model:
theatrical release
first, followed by OTT for home viewing. Others are defending him, claiming YouTube is the original – and still the largest – OTT platform, and that offering the film as a paid title post-theatrical run is a bold, innovative step rather than a betrayal.
Hansal Mehta in fact has lauded his approach, as it gives him greater 'creative control'.
A timeline of Aamir's stance on OTT release
March 9:
Speaking against the prevailing OTT-first mentality, Aamir had said, 'We're telling our consumers that you can come and consume our product (film). If you don't, we'll bring it to you in eight weeks (through
OTT platforms
), when it will be free of cost as you've already paid for it (through subscription).
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I don't know how to sell a product twice. Earlier, I used to watch movies because I had no option. Now, it's dependent on a fancy for films. So we've killed our own business model.'
June 19:
Multiplex Association of India (MAI) praised Aamir. 'Aamir Khan has always been a filmmaker who puts the audience first. His decision to bring Sitaare Zameen Par exclusively to cinemas is a significant show of confidence in theatres and the shared magic of the moviegoing experience.
Indian exhibitors thank Aamir Khan for standing by theatres,' said Kamal Gianchandani, President of MAI.
July 3:
In response to his felicitation by theatre owners, Aamir told ANI,'Since I haven't sold the OTT rights and our film is not releasing on OTT, isliye shayad All India Theatre Owners have decided to felicitate me for the step that I have taken. I am happy that they thought about it.'
July 30:
Aamir apologised for the YouTube release at the press conference.
For bypassing OTT giants, he said, 'When I release a film after 8 weeks on a subscription model, people aren't buying my film. They're only subscribing to the OTT platform. It wouldn't matter if a person wants to watch the film or doesn't after subscribing to the platform. It has always been my dream to reach every Indian at a reasonable price so they can afford it,' he added.
On his YouTube strategy, he told PTI, 'This is my private cinema chain.
Think of it like Aamir Khan Productions has opened a new cinema chain, which is in everyone's house and in everyone's pocket... And that is why I am doing this. I got good offers from OTT channels. But I don't want those ₹100–125 crore from OTT channels. I want to earn ₹100 from my audience. I prefer that more.'
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