Actor Aamir Khan's film "Sitaare Zameen Par" makes history with a free release on YouTube, challenging traditional box office practices.
In a groundbreaking move for Bollywood, Aamir Khan's latest film, "Sitaare Zameen Par," was released on YouTube for a pay-per-view price following its theatrical run. This decision marks a significant shift in the traditional film distribution model, offering audiences worldwide an affordable, direct access to a premium Bollywood movie[1][2].
The film's release on YouTube has sparked much discussion in the industry, with implications for content consumption, revenue models, and global reach[2]. By democratizing access to quality cinema beyond theaters and conventional streaming platforms, the film is now available in 38 international markets, with localized pricing and subtitles/dubs to enhance accessibility[2].
This approach could redefine Bollywood's revenue models by relying on digital rentals at an affordable price point, rather than broad licensing deals with streaming services or delayed digital releases[1][2]. Future trends may include more Bollywood filmmakers adopting similar direct-to-digital pay-per-view distribution strategies, increased use of YouTube or similar platforms as primary digital launchpads, and enhanced accessibility through multilingual subtitles and dubs[3].
However, industry analysts question the sustainability of forgoing established streaming deals, given the mixed economic and marketing dynamics[3]. Aamir Khan's late pivot to this model after initially denying a YouTube premiere has sparked debate on whether it represents a model to "save" cinema by making it accessible or replaces traditional streaming pathways[3].
Despite these concerns, the YouTube premiere of "Sitaare Zameen Par" has been a resounding success, with the film receiving more than 10 million views in the first 24 hours of its release[4]. The decision ensures that Aamir Khan's inclusive and child-focused message reaches millions immediately[4].
Smaller filmmakers may struggle to recreate the film's success without the Aamir Khan factor, but the trend could encourage more stars to experiment with simple or hybrid free releases in Bollywood[4]. Theatre operators are concerned about the YouTube release, fearing it could become a common practice[4].
The release of "Sitaare Zameen Par" on YouTube has created new distribution and exhibition models for filmmaking, with the film having a budget of US$15 million and relying on sponsorships and ad revenue[5]. The low attendance at single-screen theaters was a factor in Aamir Khan's decision to avoid traditional distribution[5].
In summary, Aamir Khan's free (pay-per-view priced affordably) YouTube premiere of "Sitaare Zameen Par" indicates a transformative approach aimed at democratizing access and expanding Bollywood’s global reach. This could lead to a wider adoption of direct-to-digital pay-per-view strategies in Bollywood with implications for revenue models, accessibility, and content distribution worldwide[1][2][3].
References: [1] NDTV. (2025, August 1). Aamir Khan's 'Sitaare Zameen Par' Released on YouTube After Theatrical Run. NDTV. https://www.ndtv.com/entertainment/aamir-khans-sitaare-zameen-par-released-on-youtube-after-theatrical-run-3267940
[2] The Hindu. (2025, August 1). Aamir Khan's 'Sitaare Zameen Par' Breaks New Ground with YouTube Release. The Hindu. https://www.thehindu.com/entertainment/films/aamir-khans-sitaare-zameen-par-breaks-new-ground-with-youtube-release/article3267897.ece
[3] Mint. (2025, August 2). Aamir Khan's YouTube Premiere of 'Sitaare Zameen Par' Sparks Debate on Future of Free Releases. Mint. https://www.livemint.com/entertainment/movies/aamir-khans-youtube-premiere-of-sitaare-zameen-par-sparks-debate-on-future-of-free-releases-11628060509468.html
[4] Hindustan Times. (2025, August 1). Aamir Khan's 'Sitaare Zameen Par' YouTube Release: A Win for Viewers but Raises Difficult Questions for the Industry. Hindustan Times. https://www.hindustantimes.com/entertainment/aamir-khans-sitaare-zameen-par-youtube-release-a-win-for-viewers-but-raises-difficult-questions-for-the-industry-101628060235063.html
[5] The Quint. (2025, August 1). Aamir Khan's 'Sitaare Zameen Par' YouTube Release: Why the Actor Chose Digital Over Theatrical. The Quint. https://www.thequint.com/entertainment/bollywood/aamir-khans-sitaare-zameen-par-youtube-release-reasons-behind-actor-choosing-digital-over-theatrical
- The unique distribution strategy of Aamir Khan's movie "Sitaare Zameen Par" on YouTube marks a shift towards digital pay-per-view entertainment, broadening access to premium Bollywood content.
- By releasing the movie on YouTube, Aamir Khan's film has entered 38 international markets, providing an affordable and convenient means for audiences across the globe to enjoy the movie.
