Aamir Khan's Film on YouTube PPV Signals Shift in Cinema Consumption

Aamir Khan's latest movie will release on YouTube's pay-per-view platform for ₹100, potentially shifting how India consumes cinema. The film earned over ₹250 crore in theatres but reached only 2-3% of the population, highlighting the imbalance in theatre distribution, with 70% of theatres located in South India and Maharashtra. This move could reshape film distribution economics and increase access to cinema for a wider audience.

In a significant shift in film distribution, Aamir Khan has announced that his latest film, 'Sitaare Zameen Par,' will be exclusively available on YouTube's pay-per-view (PPV) platform, bypassing traditional streaming services. The film will be accessible globally starting August 1, with a rental fee of ₹100 in India and adjusted pricing for 38 international markets, including the US, UK, Australia, and Germany [1].

This move marks the first time a major Bollywood theatrical release will premiere digitally on YouTube rather than on paid OTT services like Netflix, Prime Video, or JioHotstar. The decision reflects Khan's long-standing goal of making cinema accessible to a broader audience, particularly those in regions with limited theatre access. According to the actor, "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" [1].

'Taare Zameen Par,' Khan's 2007 film, served as the spiritual successor for 'Sitaare Zameen Par,' which features a cast that includes 10 actors with intellectual disabilities. The film has already earned over ₹250 crore globally in its theatrical run, but it reached only 2-3% of the population due to the imbalance in theatre distribution, with 70% of theatres located in South India and Maharashtra [2].

The pay-per-view model aims to address this imbalance and increase access to cinema for a wider audience. While the model is still in its early stages, it has the potential to reshape film distribution economics by providing a more direct and affordable viewing option for consumers. The move also reflects changing viewing habits in the post-pandemic landscape, where OTT growth has impacted cinema attendance [3].

However, the release faced initial technical issues, with Apple users reporting being charged above the announced ₹100 rental fee. Aamir Khan Productions quickly addressed the issue, apologizing and promising to resolve it as soon as possible [3].

References:
[1] https://www.cnbctv18.com/entertainment/aamir-khan-sitaare-zameen-par-to-stream-exclusively-on-youtube-19645359.htm
[2] https://www.business-standard.com/opinion/editorial/a-smart-pay-per-view-model-could-reshape-film-distribution-economics-125080501943_1.html
[3] https://www.afaqs.com/news/ott-streaming/apple-users-overcharged-for-aamir-khans-sitaare-zameen-par-on-youtube-team-apologises-9623775