Bollywood superstar Aamir Khan has never shied away from treading the road less taken. Whether it was backing a film about a dyslexic child (Taare Zameen Par), making India’s first official Oscar entry with Lagaan, or turning wrestling drama Dangal into a global phenomenon, Khan has consistently rewritten the rules of Hindi cinema. And now, with his upcoming film Sitaare Zameen Par, he may be on the brink of disrupting the digital distribution model altogether.

Aamir Khan’s YouTube PPV move is more than bold – It’s a seismic shift that could rewrite the business model of Indian cinema

Sources confirm that Aamir is seriously considering releasing Sitaare Zameen Par on YouTube Pay-Per-View, roughly eight weeks after its theatrical release on June 20, 2025. In doing so, he would bypass the traditional OTT giants that dominate post-theatrical distribution today.

This move isn’t just bold - it’s seismic.

If implemented successfully, it could dismantle the status quo of how films are monetized after their theatrical run. YouTube’s pay-per-view model offers audiences a one-time, affordable viewing option without being locked into monthly subscriptions. This becomes particularly powerful in Tier-2 and Tier-3 cities, where expensive OTT platforms often fail to penetrate at scale.

Over the years, leading streaming platforms have grown increasingly influential in the film ecosystem, not just acquiring content but shaping it. From dictating release windows to influencing star cast, runtime, and genre choices - creative freedom has often taken a back seat to algorithmic assumptions.

Aamir Khan’s move challenges that very dynamic. By taking his film directly to audiences, Khan not only retains control over how the film is distributed, but also how it’s priced, promoted, and consumed.

A trade insider puts it bluntly: “For decades, filmmakers have depended on middlemen - be it TV syndication or OTT - to reach audiences. If Aamir pulls this off, he cuts out the middlemen and opens a direct revenue channel between filmmakers and viewers and also retains the IP.”

One of the biggest changes in the OTT era has been the shrinking of theatrical windows. Today, most Bollywood films are compelled to release on streaming platforms within 6 to 8 weeks of theatrical release -regardless of whether they are still drawing crowds at the box office.

Aamir Khan’s approach flips that logic. By opting for a PPV model on YouTube - a platform not bound by exclusivity contracts or rigid timelines - producers can afford to extend theatrical runs without pressure from OTT partners.

This strategy aligns perfectly with Aamir’s deep-rooted commitment to cinema halls. A staunch advocate of the big screen experience, he has long believed that films deserve to be consumed in theatres first, without the looming threat of a digital release cannibalizing collections.

“He wants the theatre experience to be the primary mode of cinematic consumption,” says a close associate. “The PPV model offers a flexible, non-intrusive digital follow-up, rather than a replacement.”

This isn’t the first time Aamir Khan has dared to swim against the tide. In an industry where opening weekend collections often dictate a film’s fate, Aamir has consistently chosen content over commerce - and won. Lagaan, Rang De Basanti, Taare Zameen Par, PK, Dangal - each was a risk at the time. Each redefined what Bollywood could achieve, both artistically and commercially.

What makes this current move particularly significant is that it’s not just about Sitaare Zameen Par. It’s about paving the way for a future where filmmakers are not dependent on a handful of platforms to dictate the terms of storytelling.

If successful, Khan’s model could open new revenue streams, encourage more experimental content, and democratize digital film access - especially in rural and low-bandwidth areas where OTT apps are still a luxury.

That’s precisely why streaming giants like Netflix are rattled. As reported exclusively by Bollywood Hungama, Netflix has upped its offer from Rs. 60 crore to a staggering Rs. 125 crore to acquire Sitaare Zameen Par, in an attempt to block this YouTube PPV rollout.

But for Aamir, it’s not just about the money - it’s about pioneering a path that others can follow.

The Indian film industry is watching closely. If Khan’s YouTube Pay-Per-View strategy succeeds, it could catalyze a wave of decentralization in film distribution. Filmmakers may no longer feel compelled to chase streaming deals that compromise their vision. Theatres may get more breathing space before films go digital. And most importantly, audiences - especially in underserved regions - could gain greater access to new films without costly subscriptions.

Aamir Khan, once again, isn’t just acting in a film. He’s scripting a new chapter in the business of cinema.

More Pages: Sitaare Zameen Par Box Office Collection

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