Aamir Khan's film "Sitaare Zameen Par" Stuns with Unconventional YouTube Launch, Shattering Traditional Box Office Standards
Aamir Khan's latest film, Sitaare Zameen Par, created a stir in the Bollywood industry when it was released on YouTube for free on August 1, 2025. The move, which bypassed traditional theatrical releases and subscription-based streaming platforms, represents a significant shift in the distribution of Bollywood cinema.
Khan, a renowned actor and filmmaker, stated that cinema should be for everyone, not just those who can afford theater tickets. This philosophy was reflected in the decision to release Sitaare Zameen Par on YouTube, where audiences globally, including India and 37 other countries, can access the film at a fixed price (₹100 in India, $6.99 in the US).
The film's budget was US$15 million, and it relies on sponsorships and ad revenue to recoup its costs. The decision to release the film on YouTube follows global trends in digital releases and could potentially impact the industry by expanding direct-to-consumer digital access and challenging traditional theatrical and OTT platform releases.
The pay-per-view model on YouTube offers an alternate revenue stream for filmmakers, potentially reducing dependency on theatrical box office and subscription-based revenues. This approach bypasses traditional gatekeepers like multiplex chains and subscription OTT platforms, offering more choice and control to viewers.
If successful, this move might encourage other Bollywood filmmakers to consider YouTube premieres, sparking a shift in digital release strategies and distribution partnerships. Potential future trends include more exclusive digital window releases on YouTube, hybrid release strategies, greater price sensitivity and differentiation, and enhanced promotion and engagement.
However, the success of Sitaare Zameen Par may raise difficult questions for the industry. Theatre operators are concerned about this trend and do not want it to become a norm. Smaller filmmakers may struggle to recreate this without the Aamir Khan factor. The low attendance at single-screen theaters, as reported by Box Office India, may have contributed to the decision to bypass traditional distribution.
Despite these concerns, the YouTube premiere of Sitaare Zameen Par has been a win for viewers. The film received more than 10 million views in the first 24 hours and could potentially reach over 200 million views, allowing Khan to recoup his costs. By releasing the film on YouTube, Khan aims to ensure his inclusive and child-focused message reaches millions immediately. The conversation about free releases in Bollywood is ongoing.
Entertainment and movies-and-tv industries could undergo significant changes as Aamir Khan's recent decision to release his film, Sitaare Zameen Par, on YouTube for a fixed price, demonstrates an alternate revenue approach. This moviemaker's shift towards a pay-per-view model bypasses traditional gatekeepers like multiplex chains and subscription OTT platforms, offering more choice and control to viewers, and could inspire other filmmakers to consider YouTube premieres.
