In a groundbreaking move that could redefine digital film distribution in India, superstar Aamir Khan has announced that his recent theatrical success, “Sitaare Zameen Par” is set to premiere globally through YouTube’s movie-on-demand platform beginning August 1, 2025. This unique pay-per-view model, priced at just ₹100 in India, is being championed by Khan as “Janta Ka Theatre” (People’s Theatre), aiming to make cinema accessible to a wider audience directly from their homes.
A Bold Digital Strategy: Bypassing Traditional OTT Platforms
“Sitaare Zameen Par,” which enjoyed a successful theatrical run since its release on June 20, 2025, will bypass conventional subscription-based Over-The-Top (OTT) platforms like Netflix, Prime Video, and JioCinema. Aamir Khan has chosen a direct-to-audience route by releasing the film on YouTube, tapping into the platform’s vast user base and India’s rapidly expanding digital payment ecosystem, especially the widespread use of UPI.
At a press conference on July 29, 2025, Aamir Khan articulated his vision: “For the last 15 years, I’ve been grappling with the challenge of making cinema accessible to those who can’t reach theatres due to location or personal limitations. Now, the right moment has arrived,” Aamir Khan shared, pointing to India’s rising internet usage and the widespread adoption of UPI as key factors enabling this shift. “My vision is for cinema to be available to everyone—easily, affordably, and on their own terms,” he added. To bring this vision to life, he launched his YouTube channel, Aamir Khan Talkies: Janta Ka Theatre,’ a few months prior.
In India, “Sitaare Zameen Par” will be available for a pay-per-view price of just ₹100, making it highly accessible to a broad demographic. This pricing strategy aims to cater to the vast majority of Indians who typically do not frequent multiplexes, bringing the cinematic experience to their fingertips at an affordable rate.
Beyond India, the film will roll out in 38 international markets, including major territories like the US, UK, Canada, Germany, Australia, Singapore, and Indonesia. Each market will feature localized pricing, ensuring the film remains affordable and competitive in diverse global economies. This widespread digital release underscores Khan’s ambition to reach a global audience with his content.
“Sitaare Zameen Par”: A Story of Heart and Inclusivity
Directed by RS Prasanna, who previously helmed “Shubh Mangal Saavdhan,” and written by Divy Nidhi Sharma, “Sitaare Zameen Par” is an official remake of the 2018 Spanish sports-drama “Campeones.” The movie stars Aamir Khan and Genelia Deshmukh in the lead, and notably showcases ten actors with intellectual disabilities in prominent roles.
The film has resonated deeply with audiences and critics alike for its heartwarming story and sensitive portrayal of its characters. It’s often seen as a spiritual follow-up to Khan’s 2007 hit “Taare Zameen Par,” which also explored themes of learning and inclusion.
“Sitaare Zameen Par” enjoyed a commendable run at the box office since its June 20th release. According to box office tracker Sacnilk, the film has collected over ₹164 crore net in India and achieved a worldwide gross of approximately ₹262 crore. Its successful theatrical run provides a strong foundation for this innovative digital release, demonstrating sustained audience interest in the film.
Aamir Khan’s choice to debut his film on YouTube using a pay-per-view model marks a bold and innovative move for the film industry. While some experts express caution, noting that such a model might work better for established stars with a dedicated following, others view it as a bold and necessary step to tap into the vast digital audience. It challenges the prevailing trend of immediate licensing to large SVOD platforms and explores a direct revenue stream for filmmakers.
Impact on Indian Film Distribution
This move by Aamir Khan could potentially influence future digital distribution strategies for Indian cinema. If “Sitaare Zameen Par” proves successful in its pay-per-view model on YouTube, it might encourage other filmmakers and stars to explore similar avenues, offering more flexibility in how films reach audiences after their theatrical windows. It aims to empower content creators and provide greater control over their intellectual property, while also making
Aamir Khan’s “Janta Ka Theatre” initiative with “Sitaare Zameen Par” on YouTube is a pivotal moment for Indian cinema, marking a bold attempt to bring films directly to the masses at an unprecedented scale and affordability.
