Aamir Khan Bypasses Traditional Streamers and Takes ‘Sitaare Zameen Par' Straight to YouTube: ‘I'm Hoping This Will Be the Blueprint for My Future Slate' (EXCLUSIVE)

Yahoo

4 days ago

Aamir Khan is making waves in the Indian film distribution landscape with an unprecedented move that sidesteps traditional streaming platforms entirely. The Bollywood superstar has revealed that his latest theatrical hit 'Sitaare Zameen Par' will be released exclusively on YouTube Movies-on-Demand starting Aug. 1, marking a new approach to post-theatrical distribution.
The film, which has surpassed $30 million worldwide at the box office, will be available for rent at INR100 ($1.15) in India and in 38 international markets including the U.S., Canada, U.K., Australia, Germany, Indonesia, Philippines, Singapore and Spain, with localized pricing for each territory.
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'Roughly 15 years ago, I realized that our most successful films, like '3 Idiots' or 'Dangal,' the statistic of people watching in theaters is about 2-3% of the population,' Khan tells Variety. 'So the next thought that came to me is, how do we reach out to the remaining 97-98%?'
The film, a spiritual successor to Khan's 2007 classic 'Taare Zameen Par,' stars the actor-producer alongside Genelia Deshmukh and features an ensemble cast including 10 actors with intellectual disabilities. Directed by R.S. Prasanna and written by Divy Nidhi Sharma, the project celebrates themes of love, laughter and inclusivity.
Khan's decision to bypass subscription-based streaming services in favor of YouTube's pay-per-view model represents a calculated bet on democratizing content consumption. 'I don't think [subscription models are] economically viable for films to do that, not over a long term period,' he explains. 'That's my personal opinion.'
The timing of this distribution experiment coincides with several technological and behavioral shifts in India's media landscape. Khan points to the introduction of digital payments, increased internet penetration and the proliferation of smartphones and smart TVs as key factors that made this approach viable.
'India is the No. 1 country in electronic payments. Almost everyone uses various apps to make payments,' Khan notes. 'Internet penetration earlier was not that strong. Today, it's very strong and getting stronger.'
Gunjan Soni, country managing director of YouTube India, emphasized the platform's massive reach as a key attraction for the partnership. According to ComScore data, YouTube reaches four out of five internet users in India aged 18+, while entertainment videos on the platform generate over 7.5 billion views daily globally.
'Aamir's vision and the way he drives democratization is really the heart of YouTube's mission as well,' Soni tells Variety. 'So it was actually almost a perfect fit from that perspective.'
The collaboration represents YouTube's growing ambitions in premium content distribution. The platform already offers a robust selection of movies available for purchase or rental across diverse languages and genres, positioning itself as a viable alternative to traditional streaming services.
For Khan, the move fulfills a long-held dream of reaching every corner of his audience at an accessible price point. 'If a family of four sits and watches the film, then it comes to INR25 [¢28] per head, which I think is a value that works not just for the audiences, but also gives an opportunity for filmmakers to earn so they can make better content,' he says.
Notably, YouTube has not provided any advance payment to Aamir Khan Productions for the release, with the entire arrangement based on revenue sharing from the pay-per-view model.
Khan views this distribution approach as more than a one-time experiment. 'I'm hoping that this will be the blueprint for my future slate, because I feel this is the best way that I would like to reach my audience,' he says. 'I would like to have a healthy theatrical release, and then I would like to be present on digital, on YouTube, on a video on demand basis.'
The distribution strategy could have significant implications for emerging filmmakers in India's prolific film industry. Khan sees the model as particularly beneficial for young storytellers who struggle to secure theatrical releases or streaming deals.
'This is an opportunity for young people who otherwise don't have an entry,' Khan explains. 'You can put it out, and if your film is good and people like it, things go viral every day.'
Khan's production company is already planning to leverage this distribution model to support emerging talent, with the actor-producer indicating he would consider curating films from newer filmmakers and taking only a small commission while passing on larger profits to the creators.
The success of this experiment will be closely watched throughout the industry, as exhibitors and traditional streaming services grapple with changing consumer behaviors and technological disruption.
'It's like Christopher Columbus took off searching for India. He ended up in America,' Khan says when asked about success metrics. 'Will we have five viewers? Will we have 5,000 viewers? Will we have 50,000 viewers? Will we have five crore [50 million] viewers? I don't know.'
However, both Khan and Soni express confidence in the long-term potential of the movies-on-demand model, with the YouTube executive indicating that the platform is actively courting other industry players to adopt similar distribution strategies.
'This is the beginning. We are very much rolling out the red carpet for the industry and would be having active discussions,' Soni says.
For Khan, who has built a reputation for taking creative and commercial risks throughout his career, this latest venture represents more than just an alternative distribution method — it's a fundamental reimagining of how premium content can reach audiences in an increasingly digital world.
'I believe it's a very important step towards really strengthening cinema, strengthening storytelling,' Khan concludes. 'That's what I believe, and which is why I'm putting my entire weight behind it.'
The film will offer subtitles and dubs in key languages to reach broader audiences both in India and internationally. Khan's next productions include 'Lahore 1947' starring Sunny Deol and Preity Zinta, and 'Ek Din' featuring Junaid Khan and Sai Pallavi, both under his Aamir Khan Productions banner.
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