Bollywood superstar Aamir Khan is challenging traditional film distribution by releasing his upcoming movie Sitaare Zameen Par exclusively on YouTube Movies-on-Demand starting August 1 – bypassing conventional streaming platforms.
In an interview with Variety, Khan explained his unconventional approach stems from wanting to reach India’s 97-98% population who don’t visit theaters. Priced at $1.15 (₹25 per person for family viewing) across 38 countries, this model aims to make films affordable while ensuring fair revenue for creators.
YouTube India MD Gunjan Soni called it a “perfect fit,” highlighting shared values of democratizing content. The pay-per-view partnership involves no advance payment, only revenue sharing.
Khan revealed this isn’t experimental but a blueprint for future releases – combining theatrical runs with direct-to-audience digital access. The move comes amid major shifts in media consumption patterns.
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