Aamir Khan's decision to release Sitaare Zameen Par on YouTube via a pay-per-view (PPV) model after its theatrical run is a largely unprecedented move, particularly for a major film from a prominent actor in a global film industry like Bollywood. You pay Rs 100 per view and watch his sports comedy-drama on YT. The release date is yet to be announced.
Aamir's stated aim is to break away from OTT platforms like Netflix and Amazon Prime Video. But he also runs the risk of making it predictable. "When his next movie releases in theatres, the audience are going to wait for its YouTube release. What is he going to achieve? How is his experiment different from OTT streaming of movies when those who have access to OTTs also have access to YouTube?" a netizen asked.
Fair point, but Aamir wants to experiment with a new model. If he makes, say, Rs 20 Cr from his YouTube viewers, it will be a model for others to try to explore in the future. Slowly, the lure of OTT platforms and their unquestioned domination could stand diminished to an extent. In the worst case scenario, someone would have at least avoided taking dictations from streaming giants.
The Dangal actor might fail thoroughly, but he is making a bold move. Sitaare Zameen Par is directed by RS Prasanna.
