In a bold move that challenges traditional post-theatrical release models, Aamir Khan has decided to stream Sitaare Zameen Par—the spiritual sequel to his 2007 classic Taare Zameen Par—exclusively on YouTube for a pay-per-view price of just Rs 100. Starting August 1st, viewers across India can access the film directly on the platform, marking an unconventional yet potentially game-changing shift in digital distribution.
Hansal Mehta lauds Aamir Khan’s pay-per-view YouTube release of Sitaare Zameen Par: “This is distribution reform, not a threat”
Following this surprise announcement, which featured Aamir alongside his sons Junaid and Azad in a playful Andaz Apna Apna parody video, filmmaker Hansal Mehta took to social media to praise the move as a “smart, forward-looking” strategy that could help recalibrate the industry’s current distribution dynamics. Far from being a threat to conventional platforms, Mehta argued that Khan’s YouTube release model reflects a progressive vision for how films can—and should—meet their audiences in the digital age.
“Aamir Khan releasing Sitaare Zameen Par on YouTube as a pay-per-view title after its theatrical run is not a threat to anyone,” Mehta wrote. “It’s a smart, forward-looking move that deserves applause, not knee-jerk criticism.” He went on to call out the rigidity of theatrical windows and the industry’s increasing over-reliance on OTT platforms, observing that many thoughtful films are either lost or neglected in the current ecosystem. “That’s neither sustainable nor fair to the diversity of work we produce,” he stated.
Hansal Mehta broke down the wider implications of Khan’s move, noting that such a model could “reclaim control for creators,” allowing them to determine how and when their work reaches audiences. By introducing a low-cost, high-access pay-per-view option, the model also promises to “democratise access,” offering a viable and affordable alternative for audiences who may not have easy access to theatres or high-end subscription-based OTT platforms.
Crucially, Mehta stressed the long-term economic and creative benefits of this format. He outlined how a successful pay-per-view layer—placed between theatrical releases and subscription streaming deals—could create additional revenue streams that support more experimental, regional, or independent filmmaking. “More cashflows after theatrical means producers can fund documentaries, first-features, regional stories, and formally daring work—not just ‘safe bets’,” he explained.
The filmmaker also pointed to the model’s potential for gathering direct audience insights. Unlike OTT platforms, which often guard viewership data, YouTube’s transparent performance metrics could provide creators with valuable feedback about pricing, content preferences, and geographic reach. “Better signals equal better greenlighting,” Mehta asserted, underlining the data-driven empowerment this model could offer.
Aamir Khan releasing Sitaare Zameen Par on YouTube as a pay‑per‑view title after its theatrical run is not a threat to anyone. It’s a smart, forward‑looking move that deserves applause, not knee‑jerk criticism.
Our ecosystem is skewed toward instant gratification and a handful…
— Hansal Mehta (@mehtahansal) July 31, 2025
Closing his statement, Mehta emphasized that this isn’t a battle between theatres and streamers, but a call for flexibility and reform. “Theatrical windows should flex, not break; OTT should be an avenue, not the dependency,” he wrote. “Celebrate experiments like this. They could be the bridge that lets more films breathe, travel, and be discovered on their own timelines, on audiences’ own terms.”
More Pages: Sitaare Zameen Par Box Office Collection , Sitaare Zameen Par Movie Review
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