MUMBAI, July 29, 2025 – In a groundbreaking move for Indian cinema, Bollywood superstar Aamir Khan has announced that his latest film, Sitaare Zameen Par, will bypass traditional streaming platforms like Netflix and Amazon Prime Video, opting instead for a pay-per-view release on YouTube starting August 1, 2025. Priced at ₹100 per view in India, the film will be available on Khan’s official YouTube channel, Aamir Khan Talkies: Janta Ka Theatre, marking a significant shift in film distribution strategy.
Directed by R.S. Prasanna and produced by Aamir Khan Productions, Sitaare Zameen Par is a spiritual successor to Khan’s 2007 critically acclaimed film Taare Zameen Par. The sports comedy-drama, a remake of the 2018 Spanish film Champions, stars Khan alongside Genelia Deshmukh and introduces ten debutant actors with intellectual disabilities. The story follows Gulshan Arora, a disillusioned basketball coach, who transforms while mentoring a team of neurodivergent players during court-mandated community service. The film, released in theaters on June 20, 2025, has grossed ₹267 crore worldwide, making it the third highest-grossing Hindi film of the year.
Khan’s decision to forgo traditional OTT platforms stems from his commitment to revitalizing the theatrical experience and making premium cinema accessible to a wider audience. At a press conference in Mumbai, Khan emphasized the potential of digital platforms to reach viewers unable to access theaters, stating, “For the past 15 years, I’ve been struggling with how to reach audiences who don’t have geographical access to cinemas. With India’s advancements in UPI and internet penetration, YouTube is the perfect platform to bring films to every home at an affordable price.” He described the initiative as “Janta Ka Theatre,” aiming to make cinema a personal, accessible experience for all.
The film will be available globally in 38 markets, including the United States, Canada, the United Kingdom, Australia, Germany, Indonesia, the Philippines, Singapore, and Spain, with localized pricing and subtitles in key languages. Khan also revealed plans to release other Aamir Khan Productions films on the platform, alongside curated content from independent filmmakers, with some offerings, such as episodes of Satyamev Jayate, available for free.
Industry experts are closely watching this bold experiment, which challenges the dominance of subscription-based streaming services. “Aamir’s move could disrupt the ecosystem,” said a senior industry insider. “If successful, it may embolden filmmakers to bypass OTT gatekeepers and embrace direct-to-audience models.” However, some analysts caution that the pay-per-view model may be viable only for A-list stars like Khan, whose audience trusts him to deliver meaningful cinema, or for mid-budget films like Sitaare Zameen Par, produced on a reported budget of under ₹100 crore.
The film’s theatrical success, driven by positive reviews and word-of-mouth, has already defied expectations in a market favoring action blockbusters. Critics have praised its heartfelt storytelling and performances, with NDTV and The Indian Express awarding it 3.5 stars, noting Khan’s nuanced portrayal and the film’s inclusive message. However, some reviews, such as The Hindu’s, called it “preachy” and “simplistic,” while Rediff.com gave it a lukewarm 2 stars, citing a lack of emotional depth compared to Taare Zameen Par.
Khan’s YouTube strategy follows his earlier rejection of lucrative OTT deals, including a reported ₹120 crore offer from Amazon Prime Video and a ₹125 crore bid from Netflix, to prioritize theatrical viewership. “Selling streaming rights is short-term thinking,” Khan said, emphasizing the long-term health of the film industry. By choosing YouTube’s pay-per-view model, Khan retains control over pricing, release windows, and viewer data, a move described as a “power play” by Business Today.
Social media reactions reflect mixed sentiments. While some fans applaud Khan’s innovative approach, with comments calling it “a game-changer for Indian cinema,” others express skepticism, citing the film’s remake status and the availability of pirated versions as potential barriers. “Aamir’s banking on his goodwill, but not everyone has his star power,” one user noted, highlighting the risks of the model for less-established filmmakers.
As Sitaare Zameen Par prepares for its digital premiere, the industry awaits whether Khan’s vision will redefine film distribution or remain a unique experiment driven by his singular influence. For now, audiences worldwide can look forward to experiencing the film’s blend of humor, heart, and inclusivity from the comfort of their homes, starting August 1, 2025.
